TightWind is written by Kyle Baxter. Stay Hungry. Stay Foolish.

Chase Oliver:

If you’re selling a vacuum, don’t start by pitching its bells and whistles. Instead, sell a clean home. It’s the reason people look to buy a vacuum in the first place. Once you’ve established that you understand — or better yet, sympathize with — your customers’ needs it becomes easier to justify each feature by tracing it back to the product’s intent.

Yes, yes, yes.

I love that phrase—”sell a clean home, not a vacuum.” I might steal it to explain Design for Purpose.

(Via Marcelo Somers.)