"People don't want to buy a quarter-inch drill, they want a quarter-inch hole." - Theodore Levitt


This brilliant statement by the marketing professor of Harvard, Theodore Levitte, illustrates why you need to sell solution to your client's problem, not the product or its features. It should be centred around your customers’ needs and wants. Every product no matter what it is, basically provides a service or a solution to a problem a customer is facing. Getting to know people's business challenges should be at the heart of your efforts to provide the right solution.


Theodore Levitt was an American economist and professor at Harvard Business School. He was also editor of the Harvard Business Review and an editor who was especially noted for increasing the Review's circulation and for popularizing the term globalization. In 1983, he proposed a definition for corporate purpose: Rather than merely making money, it is to create and keep a customer. More

Born:: March 1, 1925, Vollmerz, Main-Kinzig-Kreis, Germany

Died: June 28, 2006, Belmont, Massachusetts



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