Drill or hole?

Harvard professor Ted Levitt famously pointed out “People don’t buy a quarter-inch drill bit, they buy a quarter-inch hole.”

We often focus on the product or process – or what I will call things. But we must always remember that what things produces is a solution to a need. And we must remember that these “things” are vital, not necessarily because they exist, but because of the job they do for the customer or user.

The process or product is the drill – the need is the hole. Two key points to think about

1. There is no need for the drill without the hole. We come up with an approach or product to suit the needs of a job – the thing does not exist without the need
2. Without the drill, the hole would be must harder to create – and almost impossible to insure the right quality or create improvements

Each is extremely important to the other. But the process and solution are distinct entities.

We can focus on the solution and need, while also focusing on better process, or product – because while the needs that we have to achieve are pretty consistent, the tools we can employ can, should and must always change and improve. We can shape and craft the tools and approaches we use so we constantly get better at getting the job done.

Look around your world today and ask… what jobs are these people looking to get filled? How would a customer answer? How about an employee? How about your supervisor? A vendor? How about each of us? How about yourself?

So let’s make sure that while we are using the best drills, we remember that our focus, and purpose, is the hole we are trying to make.