• Richard Avery

What job is being done?

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?


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Roger Bilney is a lifelong farmer. His family began farming in Western Australia in the late 19th Century. There are now six generations of Bilney’s to be involved in the land they cultivate crops and

© 2020 by Richard Avery.