Sell the hole, not the drill.

A million quarter-inch drills were sold last year, not because people wanted quarter-inch drills, but because they wanted quarter-inch holes.

• Words by Leo MacGivena

  • Theodore Levitt in Marketing Ideas (1971)

• Theodore Levitt - Wikipedia

  • [myopic marketing - Wikipedia https://ja.wikipedia.org/wiki/%E8%BF%91%E8%A6%96%E7%9C%BC%E7%9A%84%E3%83%9E%E3%83%BC%E3%82%B1%E3%83%86%E3%82 %A3%E3%83%B3%E3%82%B0]

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