#4 A hole in the wall - guest post by Pierre du Plessis

​Theodore Levitt famously said that nobody wants a quarter-inch drill bit, what they want is a quarter-inch hole.

But that is not true.

Nobody wants a hole in their wall. What they want is to put a screw in that hole, but no one wants a screw sticking out of their wall.

What they want is to hang a photograph of their family or a painting they love.

But they also don't want the picture or the painting.

What they want is how that picture or painting will make them feel.

pierre

https://thisispierre.co