Do You Know what Your Customers are Buying?

Always a good question to put to marketing : We all know what you make -
but are you as certain what your customers are buying?

Simple as it sounds, it's a constructively difficult question to answer.

As Theodore Levitt pointed out many years ago : people don't buy a
quarter-inch drill; they want a quarter inch hole. And for every product or
service, there's an equivalent distinction to be made - though seldom so
easily or elegantly.

Adapted from "Apples, Insights and Mad Inventors", Jeremy Bullmore