Years ago at a conference, I listened to a speaker talking about a marketing challenge faced by a power tool company. He described how the marketing team, struggling to maintain (let alone build) market share had an emergency away day to review their communications strategy. The team asked themselves a fundamental question: “What do we sell? Drills or Holes?” Of all the lightbulb moments I’ve had over the years (and I’ll describe some of them here), this rates highest. Hence the name of this blog. I hope you find something useful here. That’s what it’s all about.