Imagine for a moment that you are in the hotel business. Your basic product is a hotel room. But instead of selling hotel rooms, you decide that you want to solve your customers’ problems. For vacation travelers, the “whole solution” that you decide to sell is shown on the left in the diagram below. For business travelers, your whole solution is shown on the right. Now go back to real life. What things should you add to your product or service to completely satisfy your customers’ compelling reason to buy?
Two different whole solutions constructed from the same basic product.
See my post “Selling a Product vs. Solving a Problem” for more about whole solutions.