There is a famous observation from the world of advertising, often attributed to marketing guru Theodore Levitt, that “People don’t want a quarter-inch drill; they want a quarter-inch hole.”
This observation emphasized the need for marketers and businesses to understand and address the actual problems their customers are trying to solve, as this is what truly drives their purchasing decisions.
Today, it seems to me that the most winning products convince you not only that you will solve your problem but that you will want to solve your problem.
We want food that makes us hungry.
Lovers that make us want to have sex.
Entertainment that compels us to watch more.
Gyms that call us to exercise.
We are not after fulfillment but fulfilments second derivative – seeking a thing worth wanting whether or not it’s worth having.
