One of the mistakes we make when we’re building a business and communicating our value is to only create for the thinking customer and his rational mind. Messages that resonate deeply connect with people’s feelings. Beloved brands and successful businesses appeal to their customers’ hearts, not just their heads. Wants and needs. Dreams and requirements. Desires and demands. Apple resonated by using design. Starbucks did it with rituals. Airbnb leveraged belonging.

We don’t just persuade people to act. We move them to act.

How are you serving wants as well as needs?

Image by Garry Knight