Steve has repaired a handful of appliances himself, but others he won't touch without hiring a professional. Why the difference, and what is he really trying to buy?
Whether it's purchasing parts and watching YouTube videos to do the repairs himself (a little money and a lot of time) or outsourcing to an expert (a little time and a bit more money), sometimes he's buying peace of mind, sometimes hands-on experience, and sometimes convenience.
When you consider your clients, what are they really trying to buy with your products or services? It might be different than you think, and it's worth considering.
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