Sell a Clean Home, Not a Vacuum

Chase Oliver (https://medium.com/editors-picks/d988ce4520b2):

If you’re selling a vacuum, don’t start by pitching its bells and whistles. Instead, sell a clean home. It’s the reason people look to buy a vacuum in the first place. Once you’ve established that you understand — or better yet, sympathize with — your customers’ needs it becomes easier to justify each feature by tracing it back to the product’s intent.

Yes, yes, yes.

I love that phrase—”sell a clean home, not a vacuum.” I might steal it to explain Design for Purpose (https://tightwind.io/2012/04/design-for-purpose/).

(Via Marcelo Somers (http://behindcompanies.com/2013/05/how-to-sell-a-vacuum/).)