July - 2015

by Brian F. Martin

Jul 24, 2015
3 min

Successful Products Do a Good Job of Satisfying People’s 10 Basic Desires (cont’d)

Last week, we wrote about how the most successful brands do not focus on what we need, they focus on what we want. We already covered the top 5… this article completes the list. 6. To grow and become more. Humans, unlike animals, do not come programmed with the skills we need. We begin as blank slates, yet within the first five years of our lives, we learn to perform many of the skills we will use throughout our lifetime. But then what happens? Is there ever another five-yea

by Brian F. Martin

Jul 16, 2015
3 min

Successful Products Do a Good Job of Satisfying People’s 10 Basic Desires

Brands spend more than $450 billion each year to influence us. They wouldn't spend that kind of money unless they knew something we didn't know. The most-successful brands don't focus on what we need; they focus on what we want. We need a credit card; we want an American Express Black card. We need a cellphone; we want the yet-to-be-released iPhone. Fortunately for brands, when it comes to identifying what people want, we aren't particularly complex. The human mind seeks to s

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