SELL THE HOLE IN THE WALL

Marketing gurus advise you to find a problem and a solution to the problem,not a product.They say when someone goes to buy a drill from the local hardware store they are not buying the drill or drill bit.They are buying a hole in the wall.they are essentially buying a solution.The solution ,of course comes packaged as a drill in your hands.But the fact is you have not bought a drill, per se .You have bought a solution for a hole in the wall .You have ,very simply,bought a hole in the wall.If you did not need a hole in the wall you would never have bought a drill at all!
Now this  analogy applies to everything that is beingsold,marketed,produced,invented,patented and created.
When you buy a cell phone you are actually buying a moment (or many moments) of talking to someone beyond earshot.Your "talk-moments" come packaged in your hands in the form of a glitzy cell phone instrument.Of course ,today the features of the innocent cell phone  extend much beyond the  "rudiment" of talktime alone.So  your afore mentioned drill could be extended to have many other mechanical functions .
When you buy a car you don't actually buy a snazzy set of wheels.Essentially,very essentially ,you buy a  platform for transporting you from one place to another faster than your legs,or horseback can take you.You are essentially buying time .Time to save transporting from one  point to another in space.Certainly the means to the end,in this case  a car,can be crafted to carry countless features of luxury and indulgence.This is "crafting"another domain which we will not discuss yet;suffice to say an  imaginative bent and  creative marketing and promotion will do wonders to the basic product. Fueling customer appetite for a particular product is a subsequent stage,and it does not exclude the importance of the initial need fulfillment.
We can go on quoting analogies and examples ,but it is  important to understand that every product,every service has a "core need".This core need is the genesis of all inventions,it is the final guarantee of any and every product succeeding to sell.
So the next time you want  to sell  your drill bit ,make no mistake.Find out who needs a hole in the wall.And sell it.