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No one buys a quarter-inch hole: beyond drills and holes!

A talk by Ayat Shukairy
Chief CRO Queen Officer, Invesp

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About this talk

One of the most famous quotes in marketing comes from Harvard Business School Professor Theodore Levitt: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”

Understanding why customers buy a product can help marketers sell more. Understanding the fundamental drivers of consumer demand and what causes customer preferences to shift will help any business with disruptive growth strategies and stand-out products.

This session will help attendees: Unearth consumers’ real motivations: the functional, emotional and social needs Discover how to avoid leaving products or services vulnerable to customers who cannot distinguish it from other competitors Create and execute a comprehensive marketing strategy, ensuring your brand is synonymous with filling consumers' needs.

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