“I really do not sell textbook per se; I sell solutions to my customers’ problems. And sell is just the beginning of the relationship.”
“I want my customer to know that I want them to be successful in the classroom with my products and I am there to support their efforts.”
This comment is really important idea in life as well as Marketing.
We have to think about what most important purpose is.
It is not just object we design.
It is not just shape we can see.
It is just process to achieve some purpose.
However there are so many other purposes that we can’t understand main axis as purpose easily.
It could be intension of designer, other requirement of user, designer’s satisfaction, and so on.
Connecting the dots is primary, but the axis is needed there.
Understand Mechanism, its former, and especially procedure.