Reducing Friction in Your Customer Training Program

Celebrated Harvard Business School professor Theodore Levitt theorized in his book The Marketing Mode Pathways to Corporate Growth, “Last year one million quarter-inch drill bits were sold — not because people wanted quarter-inch drill bits but because they wanted quarter-inch holes.” Nearly 50 years later, Levitt’s words still ring true and are perhaps even more applicable, especially with the surfeit of products vying for the customer's attention and wallet.