Harvard Business School professor Theodore Leavitt emphasized the customer impact of benefits when he famously argued that people don't want to buy a quarter-inch drill; they want a quarter-inch hole.1 Although his idea is straightforward, many companies still fail to appreciate how embracing a benefits-driven approach can help them unlock new opportunities ' for innovation, customer satisfaction, and sustainable growth. Benefits are the desirable outcomes that customers receive from your brand. This definition holds true regardless of whether customers are in B2B or B2C spaces and whether the organization is a company, nonprofit, or sole proprietor offering a product, a service, or an experience. Benefits help customers reach their goals and reduce their pains. Focusing on the benefits customers genuinely want offers a straightforward path for companies to design, market, and deliver their products and services, and to grow strategically in ways that resonate deeply with their...
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