1 Aug 2025 · 1 min
Theodore Levitt's insight: customers don't want a quarter-inch drill, they want a quarter-inch hole. Sell the outcome people need, not the tool that delivers it. Frame every pitch around the problem you solve, not the features you offer.
Customers aren't interested in the product or service you're selling. Customers are looking for a solution to a problem they believe they have. They want to know if your product will solve their problem. That's it. Theodore Levitt, economist and professor at Harvard Business School, said it best: Customers don't want a quarter-inch drill, they want a quarter-inch hole. Sell the hole, not the drill. Sell the fire, not the extinguisher. Sell the problem you're solving instead of the product you're selling. Thanks for listening. If you liked what you heard, pass it on. I'm not saying I'm right. I'm saying there are others out there who are wrong. Please subscribe, share, or leave a comment. Whatever works for you. You can find out more by visiting kexino.com. That's K-E-X-I-N-O. Hope to see you again here soon.
Every buyer interaction either confirms or contradicts what we claim about ourselves.