“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”
This solid piece of marketing advice comes courtesy of Theodor Levitt, economist and professor at Harvard Business School. Yet much of the content that is created, focuses a lot more on the drill than it does on the hole. It’s a classic example of inside-out thinking, when what you should do is the opposite.
Continue reading Struggling to think outside-in? Do the spinach 3-step