Deepening the hole metaphor

“Remember that if you want to sell technology, don’t talk about technology but rather about what it achieves and delivers,” he explained. “As an analogy, when selling power drills, focus on the outcome – the scenic picture you will be able to hang on your wall that reminds you of your favorite place – not the length of the drill bits, not the hole it makes, not the picture hanger – but the feeling (outcome) you will ultimately enjoy.”

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