”They don’t want quarter-inch bits. They want quarter-inch holes.” Theodore Levitt quoting Leo McGinneva in his book The Marketing Imagination.
Levitt, a Harvard Business School professor and economist who passed away in 2006, held the belief that customers aren’t interested in products, they want solutions to their problems.
You’ve probably heard the quarter-inch drill bit / hole that relates to the HVAC industry; people don’t want furnaces and condensers, they want comfort.
It makes so much sense. Yet we continue to place pictures of products in our advertisements and marketing material.