People Ultimately Buy The Fix, Not The Solution

If you’re selling a solution to a problem – which, let’s face of it, most of us are in some way – you’re selling the wrong thing.

People don’t buy Solutions.

The buy the Fix.

Within reason, they often don’t even don’t even care how you arrived at the Fix. They just care that it fixes their problem.

It might seem like a subtle distinction, and maybe it is.

But when it comes to packaging and marketing your thing, it matters.