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People don't buy products

Theodore Levitt, a Harvard Business Professor and an Economist, wrote back in 1960 one of the best articles in the world of business, an article titled Marketing Myopia (PDF link).

He said: People don’t buy products, they ‘hire’ products to do a particular thing. For example, people don’t buy a drill, they buy a hole. They ‘hire’ the drill to make the hole.

how true.

the article is about the digg redesign - but most of all i love that quote.