Excellent post from Tim Williams: Plenty of Features, But No Benefits – “You can likely recite your services and products, but these are only the features of your firm — not its benefits. Economists have long argued that people don’t buy actual products and services, but rather the utility these products and services create in the life of the buyer. As Harvard’s Ted Levitt famously taught his marketing students, “No one ever buys a three-quarter-inch drill; they buy the expectation of a three-quarter-inch hole.””