Unintended Consequences Make Better Marketing.
A number of desks will soon feature marketing pitches based on the concept of the "reluctantly wealthy". I know this because the phrase appeared in the comments in Rob's blog the other day and caused quite a stir.
The idea stemmed from the realisation that the wealth of a successful individual is sometimes only a by-product of some other attribute, be that industriousness, creativity or a passionate belief. People see the wealth, but miss what lies deeper.
If you can recognise the unintended consequences in relation to the situation you're marketing, you're likely to appeal to a much more resonant motivation that lies beneath rather than repeat the superficial notion that inhabits your competitors' lowest common denominator efforts.