The Worth Index is the book's term for the value position a brand owns, such as service, value, process, innovation or luxury, and Philip Stein Watches is Chapter 2's case study in owning one. Philip Stein defined its position as the first well-being accessory in a luxury watch. This excerpt from For Immediate Release by Ronn Torossian tells how the company defended that position.
What is the Philip Stein case study?
The Philip Stein case study shows how a luxury watch brand claimed a niche that no competitor had entered. The excerpt from Chapter 2, "Time Heals," follows.
One of my clients, Philip Stein Watches, created a powerful Worth Index position. Rina and Will Stein, the charming, sweet, and smart married couple who own the company, worked hard to combine an innovative outlook on luxury products with a high-end collection of unique timepieces that use Natural Frequency Technology (NFT). NFT is a combination of natural frequencies generated by the Earth that are embedded in many Philip Stein watches, using a special technology and delivered via a metal disk infused with these key frequencies. When worn on the wrist, the watch exposes these frequencies to the biofield of the person wearing it. The biofield is the master energy field that regulates the body's functions and informs the body to relax.
As a result, wearing the watch (which, by the way, looks great) makes many people feel and sleep better and improves their mood. The Philip Stein watch can do that due to technology. We validate and explain the claims while showing that the watches are also gorgeous, fashion-forward accessories. So we spoke to two audiences: people who love the look and people who know what the watches "do."
Don't believe it? Well, guess who did? Oprah Winfrey, on three different occasions. Oprah named the Philip Stein watch one of her favorite things in 2003, 2005, and 2010. To celebrate Oprah's 25th anniversary show, the company created a special timepiece; it was not only beautiful but resulted in great publicity. Madonna, Rupert Murdoch, and many other high profile folks all wear Philip Stein watches regularly. Talk show host Rachael Ray featured the brand on her program in a giveaway (and added that her mom loves it, too); reports on the watch's qualities have been favorably reported on ABC News, CNBC, Dr. Phil, and other news outlets.
"We thought that if we could be the first well-being accessory in a luxury watch, we could occupy a niche in the saturated watch market, which nobody had entered into," say the Steins. That's a powerful place to be on the Worth Index, with a watch that not only tells time and looks good but also makes you feel great, too. Luxury and service meets great process, and the company delivers on its promise. Many wearers agree with the maker's claim that the watch helps them sleep better, have more vivid dreams, and wake up feeling calmer and more energetic.
Plus, the fine craftsmanship and technology of the product is a promise that Philip Stein keeps to the second. To further the company's Worth Index we created a viral campaign, "Have You Slept with Philip Stein?" aiming it at influential business entrepreneurs and successful CEOs who had been in the public eye for a newsworthy event causing them stress. For this initiative, influencers including Apple founder Steve Jobs, former BP CEO Tony Hayward (who was dealing with the BP spill and his own public gaffes), and Toyota CEO Akio Toyoda were gifted the high-end watch and asked to fill out a survey on whether or not it helped to relieve stress. The campaign resulted in an increased Worth Index: many executives did indeed find the watch delivered on promises. The company decided to hire a prominent doctor and noted media expert to discuss with the press and public how the watch works to make wearers feel better. Another win, Philip Stein.
The statements about natural frequencies, the biofield and sleep are the company's marketing claims as the book reported them in 2011. They are not established medical findings, so do not treat them as health advice.
What does the Worth Index teach?
The Worth Index teaches that a brand wins by owning one precise position and proving it with third parties.
- Pick one position that is specific. Philip Stein did not claim luxury or wellness alone. It claimed the intersection of the two.
- Speak to two audiences when the product serves two needs. The campaign addressed people who love the look and people who care what the watch does.
- Stack third-party validators. The excerpt lists Oprah Winfrey's repeated favorites list, television coverage and a hired doctor to explain the product.
- Test the claim publicly. The "Have You Slept with Philip Stein?" campaign gave watches to executives and asked them to report whether the watch relieved stress.
What does the Worth Index mean for AI answers?
The Worth Index means that a brand with one precise, well-documented position is easier for an AI engine to describe accurately.
When ChatGPT, Perplexity or Google summarize a category, they draw on many sources. A brand whose coverage consistently names the same specific position gives them one description to repeat. A brand with three competing positions gives them three. Chapter 2 also supplies the Toyota case, a brand that gave up its position, in Toyota's 2009-2010 Recall Crisis.
Where can I continue reading?
The chapter overview is Part 2: Know Your Own Reality. The For Immediate Release book hub lists all ten chapters.
Originally published July 2012. Last updated October 8, 2026.