People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!
—
Dr. Theodore Levitt, Harvard Business School professor
In other words, you’re not in the car business. You’re in the “transporting people safely and conveniently” business. You’re not in the gasoline business, you’re in the energy business. You’re not in the design business, you’re in the “communicating effectively to a captive audience” business.
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Curiosity, questioning, and answering, done through the lens of design.
