levitt

MARKETING IS ABOUT THE HOLES

I recently re-encountered one of the best descriptive quotes about marketing. Professor Theodore Levitt of Harvard once noted that people don’t care about a quarter-inch drill. “They want a quarter-inch hole.”

It’s a simple concept, but it’s one that’s lost on far too many marketers in all industries. Instead of thinking about the prospective customer’s ultimate need and desire, they focus on their product’s attributes or what they think is most important.

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