People don’t want to buy a quarter-inch drill. They want a quarter-inch hole. It’s a profound insight—first popularized by legendary Harvard marketing professor Ted Levitt decades ago. 1 Customers don’t want products, they want solutions to their problems. Peter Drucker, too, warned us that the customer rarely buys what the company thinks it sells him. There is, as these two sages pointed out, often a profound disconnect between the company and the customer. These are the two most important marketing insights of the last century—and I don’t know many marketers who would disagree. But the marketers’ actions tell us something different.

— Competing Against Luck: The Story of Innovation and Customer Choice door Clayton M. Christensen, Karen Dillon, et al

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