Key lesson from building a business.
Customers don't really want your product.
They want a SOLUTION to their problems.
So easy to forget this.
Love this line: "Nobody wants to buy a quarter inch drill – they just want a quarter inch HOLE."

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Exactly. In addition, customers couldn’t care less about SOLUTIONS. They want to not have problems in the first place. Very easy to forget that.
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This is more or less it. The customer doesn't give a shit about the solution. They just want the problem to go away. (And the problem may have been passed down several times, so getting to the 'why' could be pretty tricky - sometimes your customer doesn't know why).
End of conversation
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