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An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quarter-inch drill bits. They buy quarter-inch holes so they can hang their children's pictures.
Chip Heath Made to Stick: Why Some Ideas Survive and Others Die
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An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quarter-inch drill bits. They buy quarter-inch holes so they can hang their children's pictures.
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Chip Heath

Made to Stick: Why Some Ideas Survive and Others Die

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