Anyone who has read anything on marketing/sales/branding and positioning a product as a "problem solver" etc will be familiar with the old chestnut
People don't buy 3/4 inch drill bits. They buy 3/4 inch holes.
Well John at Business Evolutionist disagrees:
"People don't buy 3/4 inch drill bits. They don't buy 3/4 inch holes. They buy the respect and admiration of people commenting on the picture they've hung on the wall using the hole provided by the drill bit.
The drill bit is a tool put to use in service of some goal of the individual. Almost no one cares how the drill bit is made. The hole will be covered up by a picture or covered with paint."
That's true. It's not about the hole; it's about the "feelings" that the hole will bring.... the drill bit and the hole are secondary to the WIIFM factor. John thens goes on to illustrate his point with a personal example.