The Hole Story (or, How’s It Hanging?)

The hole, or what you hang?

One of the most classic of the marketing lessons goes something like this:

People don’t by drills to have the drill.

They buy a drill to have the hole that it makes.

To this day, I see that truism or hear it in a podcast all the time.

But it’s wrong.

Because who really needs the holes?

You can buy a pegboard for that.

You need the drill for what you DO with the holes.

You hang things. You fix things. You build things. You display things.

You make things better than they were.

Better than they were before the hole… and before the drill.

See your idea all the way through.

What is the desired outcome?

Make that outcome easier to achieve.

What do you think?

See you tomorrow!