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The Most Obvious Marketing Mistake – Selling on Features

March 15, 2019

I recently made a trip to Home Depot to buy a replacement light bulb for my bedside lamp.

On any given year, I spend 0% of my time thinking about light bulbs. I’ve never googled “the best light bulbs”, nor read any product reviews about light bulbs, nor asked any friends about which light bulbs they buy.

In fact, the only time “light bulbs” ever cross my mind is when one of them happens to burn out. So here I am standing in the light bulb aisle at Home Depot, faced with hundreds of light bulb choices.

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