Imagine that all your products disappeared from your website. Would anything of value remain? Would your customers still come back?
If your answer is “no”, than you’ve successfully commoditized yourself.
If you’re truly passionate about your business, your site should be overflowing with content and community, both of which should be natural by-products of your real products. Content and community will endure, even if your products were gone.
What if, instead of your products being the main thing, they were actually souvenirs of a greater movement, idea, or lifestyle?