Stop Selling Drill Bits! What Your Customers *Really* Want
Ever wondered why some businesses just click with people, while others struggle, even if they offer what seems like a great product? It’s a common puzzle, and often, the answer boils down to understanding one simple, brilliant concept.
Imagine you need to hang a picture. What do you go to the hardware store for? A drill bit, right? Well, technically, yes. But if you really think about it, you don't actually want the drill bit itself. You want the hole it makes. And why do you want the hole? So you can hang the picture, make your house feel like a home, or maybe impress your grandma with your interior decorating skills!
This genius idea, often credited to marketing guru Theodore Levitt, is all about the difference between the "drill bit" (the product or service) and the "hole" (the outcome, the solution, the feeling, the ultimate need). People don't buy products; they buy solutions to their problems, or ways to make their lives better.
I recently stumbled upon a fascinating story about an investor who realized this truth firsthand when looking into an early childhood education business. Now, on the surface, "early childhood education" sounds like a pretty clear drill bit, right? You send your kids, they learn stuff, maybe sing some songs, play with blocks. But this investor, a really sharp cookie, quickly saw that the business's magic wasn't just in the curriculum or the brightly colored classrooms.
The real "hole" they were filling for parents? It was a blend of absolute peace of mind, knowing their little ones were safe, happy, and genuinely engaged. It was seeing their kids' eyes light up with new discoveries, developing those crucial social skills, and basically thriving. For parents, it wasn't about simply "childcare"; it was about their child's joyful development and, let's be honest, a moment of precious calm knowing everything was handled.
He observed his own kids flourishing in such an environment – coming home buzzing with stories, confident, and full of smiles. That's when it clicked: the business wasn't selling "early childhood education." It was selling happiness, growth, safety, and a massive dose of parental tranquility. They understood the why behind the purchase.
So, next time you're thinking about your business, your product, or even just how you explain what you do, pause and ask yourself: Am I proudly selling drill bits? Or am I painting a vivid picture of the beautiful, perfect holes those drill bits can create? Focus on the "hole," and you'll find your customers lining up!
Original Article Inspiration: https://www.linkedin.com/posts/dancremons_a-search-funder-pitched-me-on-his-early-childhood-activity-7415799666941923328-KuMz