Quick Hit: What Do Your Customers Really Want?

The famous Harvard Business School Professor Theodore Levitt famously reminded:

“People don’t want to buy a quarter-inch drill. They want to buy a quarter-inch hole!”

He’s right. Similarly, your customers, whether other developers, other departments, or external customers don’t want to buy Agile, scrum, lean, test-driven development, domain driven development, continuous integration, C#, VB, Node, JavaScript, Roslyn, or any technology/language/tool/method. They want to buy what it enables, the solution, the hole.


About Tim Barcz

Tim Barcz is a seasoned software professional having worked in the technology space for nearly 13 years. In that time he has been recognized as a Microsoft ASPInsider and a Microsoft C# MVP Awardee for contributions to the community. He is an advocate for well-architected systems that grow along with the businesses they serve. For several years he was the director of Marketing for a large ecommerce company before finding him in his current position as Vice President of Application Development for Motorsport Aftermarket Group, a family of top motorcycle related brands and retailers. MAG's companies include J&P Cycles and Motorcycle Superstore, two of the largest motorcycle parts and accessories retailers in the world. It is not the goal of this blog to be a one-way communication medium. It is my selfish goal that by sharing on this blog that readers of this blog will interact with me through comments and email, making us all better along the way. Follow me on Twitter: @timbarcz
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  • Mary Dorreen

    That is definitely true. Our customers don’t need the technical details of the software development we are developing for them. They want results that provide solution to their problems.

  • Wayne Molina

    Very true; I’d also add that it helps to know what you do to create the hole in the first place. I’ve seen quite a few companies that really had no focus, regardless of what technology they wanted, or tried to spread themselves too thin (i.e. by doing everything under the sun just to get *some* customers).