While researching for my new job today I can across this wonderful example of the underlying concept of ‘The Hot Button’ concept.
The Hot Button Principle
You’re Selling What?
Way back in the olden times, before digital cameras were invented, George Eastman, the founder of Kodak, rallied his sales force around him. He asked them a simple question.
“What is this product we are selling?”
The sales force was puzzled. “Cameras,” said one.
Mr. Eastman shook his head from side to side.
“Pictures?” asked another.
Eastman again said no.
“Film,” said yet another.
“No, my friends,” said Eastman. “You’re all wrong. We’re not selling any of these. Those are just the by-products. A camera is a piece of hardware that anyone can make. We’re selling memories. Memories of good times. Memories of family. We are creating memories.”