If we’re buying something, either a service or a product, then we’re buying something to do a job.
What is it? Seriously.
When you buy junk food, that’s often attempting to do the job of making you feel happier. Going for a run can satisfy that same job, and it’s lasting.
In business, what do our customers actually want when they buy our products? Peter Drucker famously said ‘your customer doesn’t want a 10mm drill bit, the want a 10mm hole’. In fact, they actually want to feel satisfied that they’ve hung their … on the wall.
They don’t car about the hole, they care about the end product.
Ask yourself this the next time you’re about to make a purchase, what job is this product/service doing?