I disagree. A DIY person does not need a drill. They need a way to make themselves feel proud of their abilities, fix problems in their homes, have conversations with their friends during barbecues about how many things they have done by themselves. A drill happens to be a vehicle towards achieving those goals. It is not the need itself. When you understand the functional, emotional and social job of the customer then you can make more informed decisions about what to build to help them get those jobs done.