From a marketing stand-point, we want to promote our products and services to increase our sales. Are customers looking for products?
When we need to buy something, we are buying to solve a problem. We don’t tend to buy food for the sake of buying it; we buy it because we will go hungry if we don’t. The same can be said for all products and services. We don’t visit a solicitor because we fancy it; we do it to resolve a legal issue.
People, therefore, are not seeking products; they seek solutions that resolve the many issues they face through life.