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Why do we have to focus on the end result?

People don’t buy quarter-inch drills; they buy quarter-inch holes.
—THEODORE LEVITT, ECONOMIST AND FORMER PROFESSOR AT HARVARD BUSINESS SCHOOL

Marketing is most effective when it focuses on the desired End Result, which is usually a distinctive experience or emotion related to a Core Human Drive. The actual function of the purchase is important, but the End Result is what the prospect is most interested in hearing about.

Excerpt From: Kaufman, Josh. “The Personal MBA.” iBooks.


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