opportunity 7 of 150 So many business people, and indeed so many marketers I talk to, develop strategy without understanding the basics. Many do not understand the basics of strategy, and many more do not understand the basics relating to the people they are trying to influence. Herein lies an opportunity. When consumers say they […]

opportunity 7 of 150 So many business people, and indeed so many marketers I talk to, develop strategy without understanding the basics. Many do not understand the basics of strategy, and many more do not understand the basics relating to the people they are trying to influence. Herein lies an opportunity. When consumers say they need something – more often than not, they do not need it at all. They just want it. The woman who needs a new dress before a ball, generally has other outfits she could wear. The child that needs a soft drink would have his or her need well satisfied with water. The man who needs a new car, is generally more concerned about his image and gadgets he wants to play with. Most purchases are driven by want, and want is all about emotion. It might be emotion that is in the process of…