Consumerism

“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” I read this somewhere online, believed to be said by a consumer marketing guru. I just couldn't agree more to this statement. Now if we reflect on every product we have ever purchased, say for the iPhone, what was it that we really wanted? A phone to call others and be contacted? Or was it something else? Update: The man who said this analogy is Professor Theodore Levitt.