Holes, not drills
Joho the Blog 2013-10-06
Summary:
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” This gets quoted a lot by marketers. Usually it gets attributed to Theodore Levitt, an economist at Harvard Business School, but he quite explicitly [pdf] attributed it to Leo McGinneva, about whom I can find out nothing other than that he was […]