People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.

If you work in marketing, you have certainly heard this quote by professor Levitt. But that is not true, because nobody wants a quarter-inch hole in their wall. They might want to install some shelves to keep things organized, or perhaps they want to fix the furniture to the wall to prevent it from falling, or they might want a tool that makes them feel more comfortable and ready when there is some work to do around the house.

The point is that you should never stop at your product, nor you should stop at the first thing people do with your product.

Go further, understand their motivations, accompany them on the journey they are taking, and you will be with them all their lives.