Translation Customers Don’t Buy A Quarter-Inch Drill

As Harvard Business School marketing professor Theodore Levitt put it, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”

Likewise as buyers of translation services, organizations don’t purchase translations. They purchase:

  • Conveying an important idea or information to a wider audience
  • Transferring a new and valued skill
  • The satisfaction of a job well done
  • Protecting their organization’s interests
  • The peace of mind resulting from lowering risk
  • The excitement that comes from launching a new initiative
  • Instilling motivation, recognition, and enhanced morale

Smart organizations don’t typically buy mere translation services. They purchase their equivalent of a quarter-inch hole.