“People don’t buy paint. They buy painted walls.” – Seth Godin

Another way to say it is, “People don’t buy drills.  They buy holes.”

There are a lot of features available today in the common hand drill; battery operated, variable speed, reversible, etc.  Manufacturers use bright colors and interchangeable parts and price to try to differentiate their products.  But features are just one part of the value proposition.

A product is acquired to enable a customer to accomplish a goal.  The features that make that goal easier to attain are the ones that matter most.  The rest are eye candy.

Read Purple Cow by Seth Godin.

Blogging Gazelle is published daily by Shawn Carson

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