Episode #169: This Is Marketing- A Book Review

In Seth Godin’s brilliant book, This is Marketing there is a musing called The Riff of the Quarter-Inch Drill Bit. “People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole.” But that doesn’t go nearly far enough. No one wants a hole. What people want is the shelf that will go on the wall once they drill the hole. Actually, what they want is how they’ll feel once they see how uncluttered everything is, when they put their stuff on the shelf that went on the wall, now that there’s a quarter-inch hole. Or perhaps the increase in status they’ll get when their spouse admires the work. Or the peace of mind that comes from knowing that the bedroom isn’t a mess, and that it feels safe and clean. “People don’t want to buy a quarter-inch drill bit. They want to feel safe and respected.” Wine, beer, bourbon - these are our quarter-inch drill bits. Alcohol fills a hole. At TTAA we find you other tools to fill that hole. But as Seth says, this doesn’t go nearly far enough. How do you want to feel? The Truth About Alcohol We Are Not Alcoholic, And we Refuse to be Anonymous If you want to learn more about This is Marketing, and what it teaches us about the reasons we drink alcohol then Lee Davy reviews the book in his latest podcast. The December Taster group are currently on Day 11 of their mission to become someone that doesn’t drink alcohol for a month. Mark is one of them: “The Taster has given me a real insight that there is a community out there that doesn’t drink alcohol.” Is that what you need? Do you want to feel a sense of belonging and understanding? The next experience begins on January 1st, and if you sign up by 16 December, you only pay 50% of the tuition fee: https://www.thetruthaboutalcohol.co.uk/p/TTAA%20Taster