Theodore Levitt famously said that nobody wants a quarter-inch drill bit, what they want is a quarter-inch hole.
But that is not true.
Nobody wants a hole in their wall. What they want is to put a screw in that hole, but no one wants a screw sticking out of their wall.
What they want is to hang a photograph of their family or a painting they love.
But they also don't want the picture or the painting.
What they want is how that picture or painting will make them feel.
pierre
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