It is about the hole in the wall

Again and again I am surprized by how companies still focus on physical goods/products. This is marketing basics! Let me include the statements from Kotler - page 9 of his marketing management bible:

"People satisfy their needs and wants with goods & services. A product is anything that can be offered to satisfy a need or a want. The importance of physical products lies not so much in owning them as in obtaining the services they render."
"Manufacturers often make the mistake of paying more attention to their physical products than to the services produced by these products."

Theodore Levitt: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole"