Drill bits and holes

People don't buy 1/4-inch drill bits;
they buy 1/4-inch holes.

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This line from Harvard Business School Professor Theodore Levitt is my #1 marketing quote.

Why?

Clients buy a result a product delivers!

In this case, people aren't interested in owning a drill as an object but rather the hole a drill can make.

Good marketing and product design is all about what your client needs.

But how do you know if your sales message hits that sweet spot?

You can go to market with the message you currently have...

or..

You can test-drive your sales message in pitch practice sessions, where fellow entrepreneurs meet to share each other's pitches and offer constructive feedback.

How do you practice your pitch?

Alejandra Copeland
Founder, Ok Yes Pitch Storytelling