What Your Dog Knows About Marketing

It's all about the outcome, the feels.

Harvard marketing professor Theodore Levitt famously said, “People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.” But, that doesn't go nearly far enough. Anthony Ulwick in "What Customer Want" posits that we should focus on the jobs that customers need to get done and uncover the 'measurable' outcomes customers hope to achieve. Simon Sinek say we should "Start With Why."

I think Ulwick is looking at the challenge of successfully marketing and selling too dispassionately. Sinek may be trying to get to an answer that the customer can't yet answer. 

As Seth points out, "People don't want what you make; they want what it will do for them." But, what is that? 

"If you can bring someone belonging, connection, peace of mind, status, or one of the other most desired emotions, you’ve done something worthwhile. The thing you sell is simply a road to achieve those emotions, and we let everyone down when we focus on the tactics, not the outcomes. "

Now that Seth Godin is publishing on Medium, we get different images rather than the same one of him! But, click on that link for the full article. And, please be sure to comment below! Nuthin' like a healthy discussion, right?

#marketing #sales #customersatisfaction #customersuccess #customerlifecycle #status #connection