But is the utility of the product the main way people shape their desires? No way! And that, in two words, is why you need the ideas in this book. In almost every meeting I go to, people are desperate to understand why their product or service isn’t selling better. They always begin by pointing out how good their product is, how much better/faster/more durable it is. They are obsessed with the utility and they can’t understand why the market isn’t responding to their microanalysis of the difference between their offering and that of their competitor.
We don’t need what you sell, friend.
We buy what we want.
— Seth Godin