"You don't buy a drill, you buy a hole."

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In my MBA class last week, we talked about researching consumer behaviors. What motivates someone to buy or to act a certain way? Take the following scenarios and consider how innovation is all about perspective.
  1. A woman walks into a home improvement store. She is standing looking at the assortment of cordless drills, fittings, drill bits, and is overwhelmed with the 4+ brands to choose from. A salesman comes up and asks if he can help her, "What are you working on?" She explains she is hanging a new light fixture. Which type of drill is she shopping for? None actually. She is shopping for a hole and the security that her chandelier won't fall.
    • Look for the real buying reason.
  2. There is a new employee on your team at a Fortune 500 company. She is fresh out of college with little to no prior corporate experience and she is tasked with documenting the existing process. She schedules a meeting with you and asks, "What do you do?". Is she trying to steal your job, make the boss happy, or learn about the company? Actually, the boss thinks your process is the best and wants everyone (including the new hire) to start using it.
    • Look for the real assignment reason.
  3. A marketer is sifting through a pile of customer complaints and determines that their toy product is not targeting mothers very well. The ads are changed to better attract parents who will then purchase the product for their teenage kids. In fact, the new ads do poorly as now the toys appear as "uncool" since the rebellious teen does not want something their parents picked out. It was not about the product, but about the statement the product made.
    • Look for the real user reason.
Have you experienced a similar scenario in your work life? Have you made assumptions because you stopped asking questions too soon? Or are you simply not asking the right questions?
  • What defines a successful completion?
  • Why am I (or they) doing it this way?
  • What problem am I trying to solve?
  • Is this the right solution? For now or for later?


About Post Author

A consultant in the software sector, I love to write about the challenges and opportunities that I run across on a daily basis with clients, colleagues, and even friends. There's inspirational lessons to be applied to business practices everywhere!

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So if you want to be happy at work like I am, then thanks for being a reader! I am a consultant that travels constantly and is always working with new people. I love what I do! I'm formally trained with an MBA and BS Engineering. At home and in my free time, I like to drink beer, travel, garden, read, hike with my dog, and play board games.

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