Compelling marketing sells people what they actually want. But many entrepreneurs get caught up selling the drill (their services) instead of the hole (the end result their ideal clients want).
Tune into episode 31 to find out how to build your marketing on the key results your clients deeply value and desire.
Theodore Levitt has as famous quote often associated with the Jobs to Be Done Framework of understanding customers: "People do not want a quarter-inch drill, they want a quarter inch hole.”
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