People don’t want what you make They want what it will do for them. They want the way it will make them feel. And there aren’t that many feelings to choose from.

People don’t want what you make They want what it will do for them. They want the way it will make them feel. And there aren’t that many feelings to choose from.

Theodore Levitt famously said, “People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.” The lesson is that the drill bit is merely a feature, a means to an end, but what people truly want is the hole it makes. But that doesn’t go nearly far enough. No one wants a hole. What people want is the shelf that will go on the wal