The Marketing Bureau

Are you in the Drill business? Or The Hole business? The difference matters. A lot. Find out why.

One is a production orientation and the other, a marketing orientation

Why does it matter?

Because people don't need drills. They want drills because they need holes.

And does that matter?

You bet - once there is a pen-like laser device that makes holes quicker than a drill, more accurately than a drill, more cleanly than a drill, more safely than a drill and more quietly than a drill, where will you be if you are in the drill business?

In a hole.

Keeping company with typewriter manufacturers. And others.

So, what business are you in?

Brian H Meredith