"مردم نمی‌خواهند یک مته یک چهارم اینچی بخرند آنها یک سوراخ یک چهارم اینچی می‌خواهند"

Let's break this down. What this quote is getting at is the idea that people don't buy products or services for their own sake, but for the outcome or solution they provide. It's about understanding the fundamental need or problem behind a purchase.

So, when was this idea popularized? The quote is often attributed to Theodore Levitt, a professor at Harvard Business School, who included it in his marketing lectures to underline the importance of focusing on the customer's needs rather than the product itself. He was keen on shifting business perspectives from a product-centric view to a customer-centric one. This was during an era—around the 1960s—when traditional marketing was evolving, and companies were starting to realize that understanding customer needs was key to success.

Think about a practical example: smartphones. People don't buy smartphones just because they're fancy gadgets. They buy them because they want to stay connected with family and friends, capture important moments with a camera, and access the internet on the go. The smartphone itself is just the tool—the real value lies in what it enables users to do.

So, how can you apply this wisdom? Whether you’re an entrepreneur, a marketer, or just someone trying to pitch an idea, always focus on the end benefit for the customer. If you're selling a product, don't just list its features. Instead, highlight how those features solve a problem or improve the customer’s life. If you're creating a service, think deeply about the pain points it addresses. Put yourself in the customer's shoes—what are they really looking for?

Imagine you’re at a coffee shop with a friend who's a baker. They're trying to sell their cakes but aren't getting much traction. You could say, "Instead of telling people your cakes are made with organic ingredients and crafted with care, talk about the joy of sharing a delicious cake with loved ones at a celebration. Paint a picture of that happy moment your cake will be a part of. Make them see the memory, not just the cake."

Here’s a relatable scenario: You’ve got a leaky faucet. It's driving you nuts, the constant drip-drip-drip. So, you go to the hardware store. You don't care about the specifics of the wrench or the pipe tape; you just want that annoying drip to stop so you can have peace and quiet. The store employee, recognizing this, doesn't bog you down with technical jargon. Instead, they say, “With this, you’ll fix that leak in no time and finally get some peace in your home.” Sold.

So next time you’re trying to sell, persuade, or even just understand someone’s needs, remember—it’s not about the drill. It’s about the hole. Focus on the solution, the relief, the joy, or the convenience that your product or service provides. That’s what people are really after.