The group fitness instructor at our local gym is exceptionally good at giving people what they really want. During a tough early morning Pump® session he doesn’t talk about resting heart rate or thermogenisis. Duane punctuates those last thirty seconds of effort by telling us that this is how we’ll get Michelle Obama arms. So we just keep on lifting.

Gym goers want beauty as much as health. Wearers of five inch heels want longer legs more than remarkable shoes.

Understanding what your customers and clients desire is the key to giving them what they really want. That might not be what they think they showed up for in the first place.

Image by Orin Zebest.