It makes sense doesn't it? Which exercise DVD are you going to buy? The one that features 50 different gruelling exercises or the one that promises you'll drop a dress size in a week?
Harvard Business School professor, Theodore Levitt, once put this beautifully, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”
Think about that for a second.
Recently, a Project team, a team I work with had identified that replacing desktop PCs with iPads would have a number of benefits. The business is a trade centre...