According to marketing theory, you do not sell products – you sell benefits.
Taking this to extremes, as Kotler once did, this means big companies like Bosch or Black&Decker are not selling you drills – they sell the hole. If you get the hole you need in a piece of wood, your need is fulfilled.
I like this concept. Especially because you could easily go to development colleagues and say, “Ignore the drill. Give me anything that satisfies the customer need for a hole in the wood.” Bingo: they come up with laser devices, water blasters, air-cutters.
Then Bosch would look innovative, then technology could move forward – because the marketing people stopped selling the product and zoomed in on selling the benefit.