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- People don't want to buy a quarter-inch drill, they want a quarter-inch hole.
- Dick Martin (2009). Secrets of the marketing masters: what the best marketers doand why it works. Amacom. p. 74. ISBN 978-0-8144-0943-5. ; Clayton M. Christensen, Michael E. Raynor (2003). The innovator's solution: creating and sustaining successful growth. Harvard Business School Publishing Corporation. p. 99. ISBN 1-57851-852-0.