Want vs. Need: Why marketing to a need is bad business

It’s like pushing mud uphill.

Need is passive.
It’s “Yeah, I should probably do something about that.”

Want is active.
It’s “I’m willing to do what it takes to fix this.”

Want implies ownership. Responsibility. Readiness.
Need implies reluctance. Unaccountability. Avoidance.

And here’s the truth most people don’t say out loud:

If you have to convince someone to take the first step,
you’ll have to convince them every step of the way.

And that’s exhausting.
It burns you out.
It drains your energy.
It keeps you stuck in feast or famine.

So today, my nudge to you is this:

Who are the people who want what you offer?

What do they say?
How do they act?
Where do they hang out?

How do you speak directly to them — the ones already raising their hands?

Because when you start speaking to the want — not just the need — everything changes.

With clarity,