The Influence of Theodore Levitt in Modern Marketing Theory

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Customers are interested in solutions to their problems or ways to fulfill their needs, not just the physical products or the services themselves
Businesses will do better in the long run if they concentrate on meeting customers' needs rather than on selling products
Levitt's ideas have significantly shaped modern marketing theory and practice
The drill versus haul quote is often cited as a central or the central idea within the jobs to be done framework

Have you ever worked to launch a product or a service only to see it go flat in the market? Have you ever developed an initiative internally at work only to see the launch fall completely flat? Have you ever put time and energy, and resources into a relationship only to see it go south? Today I will share a powerful failure story, something counterintuitive I have learned, and some actionable advice. By the end of this episode, you will have a six-word question that you can use at work and at home to make sure that you are solving the right problem.

This is part 2 of a 4-part series.