Gollum reminds us that the strongest products change the way customers talk about them. Watching The Hobbit film series with my daughters, I thought about how much is packed into a single term of endearment from Gollum. “My Precious.” The way Gollum speaks to The Ring captures ownership, identity, and dependence in two words, expressed instinctively. That’s what great products do when they land properly (minus the creature’s disturbing croaky voice). They reshape language so customers move...