“People don’t want to buy a quarter-inch drill,” wrote Harvard marketing professor Theodore Levitt, apprising us of our “myopia” and unleashing a whole new school of new paradigm thinking. “They want a quarter-inch hole!” Citing the old master, Clayton Christensen (of Harvard Business School), Scott Cook (of Intuit) and Taddy Hall (of the Advertising Research Foundation), encourage us to rethink marketing yet again.
This is a great article on thinking about what someone does, rather than who someone is. If you have customers*, you should be thinking about this.
Read the whole thing..
* – Everyone has customers, even if you don’t directly exchange cash with them.