Needs Versus Wants

Today's conversations will befocused on needs versus wants,and I'm going to startit off right awayand ask you guys what's morevaluable needs for once,I'd like to have aconversation about it.I have an exercisefor you to do.And then a littlebit of a tiny microlecture to talkabout this stuff.OK, so what's more valuable?I just need you to sitthere for still for a minuteand think about it.What's more, valuable needsor wants and then tell me why.OK, so Philip, I knowyou were first to go.Now I'm going toask you, Philip.Brevity is the soul of wit.Yes, you know.All right.So needs versus wants, whichis more valuable first?Take a knee, ok?You don't need tell mewhy you need to breathe.You need to eat.You need to sleep.As long as I'mbreathing, as longas I'm sleeping, as long asI'm eating, as long as I'mpooping and still peeingand still drinking,I'm still alive.Which means I haveanother opportunityto make the oncebecome a reality.OK, hold that thought.Let's see where this goes.So I want everybody totake out their 8 and 1/2by 11 piece ofpaper or their iPador their surface foldedinto four equal columns.All right, so digitallyfold it, whatever.So we going to have fourcolumns and we're goingto get into it a little bit.So when we fold iton the long side,right, we want to take asheet of paper like that, ok?And we want to foldit and then fold itagain so that you havefour skinny columns.That's what I wantyou guys to do.OK, now at the top ofthis right in the center,you're going towrite down what itis you think is morevaluable needs or wantsand then just writeit really brief.Reason one or two sentencesand write that down.You're good to go.And just write down atthe top needs or wantsand then one or twosentences, and thisgoes across the four columns.It's totally fine becausewhen I come back to thatand we're going to seeif your answer changesby the end of this,we'll see what happens.So this is our control.This is our baseline.I want to see if through a verysimple self-directed exercise,that if your answerchanges and if it does,I want to talkabout what happened.OK and I want totell you, I'm notgoing to tell you my answer.I'm going to tell youwhatever my answer was before,it's different after.So I want to see if youhave the same resultneeds because whenyou need something,it forces you to change.Your back is againsta wall and itforces forces you to changeyour identity almost.And identity drives behavior.So all of it?OK, so your argument is youridentity drives behavior.So therefore needs are moreimportant or more valuable.Perfect perfect.I also agree about needsbeing a necessity, of course,but I think it'smore short term.So once that's fulfilled,it doesn't reallykeep you motivated.But your wants is moreof an aspirational state.So it keeps youchasing, I guess.A addition that you have.And well, for me, I think maybeI'm going to go out on a limband say once is morevaluable for me.Now let's go to Debbie,Debbie, talk to me.Ok?Hi.Hi I say needs OKbecause true needs willlead to deteriorationwere not met, I think.And if needs aren'ttaken care of,there's no foundation for wants.Perfect OK, so I think thatneeds are more important.And I think this becauseone's come from desireand your desirecauses suffering.But if you focus onyour needs, then youwill be more gratefulfor the things you haveand then that gets you toreally prioritize what you want.You have a beautiful wellsaid here in the first world,if we view our lives throughthe lens of our desires,then if someone knowswhat you desire,then they can attempt tocontrol your behaviors.That's why it wantsTrump needs every time.That's why we always reachfor ice cream instead of kale.One more point is desire needs.That's the reason whymarketing and advertising work.If we don't desire anything,we can't be manipulated.If you want nothing,then I can't.I can't offer you anything.Wow yeah, I'm siding withJoe as well for the wantsbecause I think, oh,if he got needs, yeah,we can all live in a tent.And that would fulfillall our needs, right?But to actuallyhave once is whereyou get goals and want tofurther and better yourselfand those around you.I, Chris, I would sayonce because for me,once or in the future where youwant, where you want to get toand sort of being in thefuture can give you whoyou are in the present moment.So I go with once.Wow hey, I started offsaying it was needs,but now I can totallysee the error of my way.I can see that once is actuallythe desire to progress,and that's more than survival.So I think once kind oftouched upon growth, which iskind of what we all aspire to.Yes yes, Yes.We're going to make a list.We're going to writedown everythingthat you need right now.So write all that stuff down.OK, so the first column.Write down whateveryour needs are.Want to spend a minute,60 seconds to do this?OK, just write downwhat your needs are.Now, let's just say it'sin the next year or so.So I put some constraintson it in terms of time.What do you need right now?OK, for those of youguys that are alreadydone in column number two, Iwant you to assign dollar valueto each need that you have.So if you need ahouse, you write downwhatever rent is going tocost, you or I should say,like a place to live.And you need to eat.Sure, you need towrite that down.Just write a number.This is a sign of dollar valueto everything that you need.And I'm going to break here andI'm going to talk to you again.OK, everybody understand.So it's a one one, one for one.I need this.This is the value I need this.This is the value.And just go down that list.Go ahead.I have a question.Yes, please, David.If I wrote, I need time.Then what's the value of that?You don't need time.What do you mean any time youget time for free every day?24 hours a repeats.So that's how I don'tconsider that a need.How about fulfillment?That's not a need, either.Why not?That's a want.It's definitely a want.OK, because tomorrow, ifyou don't get fulfillment,you're still alive.Yeah, Yeah.Correct so we defineneeds by anythingthat if we don't get the die.Yeah, it's an essential.OK, I just want everybody writedown whatever they think they.Need that's OK, becauseit'll get clear in a second.So the beginning of everything,it gets really confusing.And then later on itwas like, oh, play here.So we got our needs.And we've assigneda value to it.So column number3 is your wants.So go and write allthose ones down.And then when you'redone with that,you know what thenext step is, you'regoing to write down the value.OK, so what I want to do isgive you guys another minuteor two to write down allyour wants in the next year.What do you want?OK and actually done with that,I want to have a conversation,I want to hearsome of your wants.OK, Philip.All right.Your favorite lines?Tell me your toptwo wants right now.Top two wants.Number one, I wantto launch my relaunchmy business as of September.No to buy my dad a classiccar the next three years.Yeah, I would like to.I would like to travelto the East coast,to New York and Boston.Six months.I like to make sixfigures in 12 months,so my two top ones are travelto Japan and the second onenew equipment.So a new laptopand a new camera.Um, so my top twoneeds are to move outof the country to whichI think to US statesin the next two years.And then next plan is tovisit Philippines and Vietnamin October with my girlfriend.Hi So my top two once would bea holiday to the us, holiday toand a Tesla Model 3 on lease.Hi, Chris.Yes, I'd like tosecure an investorfor a new luxuryorganic clothing brandsthat I've createdand who so liketo be the sole ownerof my branding agencyand get rid of mybusiness partner.And Caroline.You're up.I put pay off my debt.Yes And that.Sell 20 spies in my program.OK, OK, hold on, OK.Do you mind sharing?Is it too personal to say howmuch debt school debt you got?It is down to, Ithink, like 29,000.Oh, it's not too bad.I mean, it's notgreat, but not too bad.Yeah OK, so pay off debt.And what's your what'syour second goal?I'm sorry to sell 20spots in my program.OK, well, program the knowledgeproduct that I just oh, OK.OK beautiful.Yeah and how much is yourknowledge knowledge product?I have it now.It's six.89 six.89 Yeah OK.Lovely OK.Yeah you don't want withme getting my fathera red color Mercedes.And second is a better offerlike better people hiringbetter people inmedical equipment.And they say, get three.Well, I say iMac Proworkstations, ok?Saying you're on deck.How are you doing?I'm so I wanted to releasea game within the next threemonths, so that would bereally good in three months.How close are you?I would say it is doablewithin three monthsbecause I've beenusing the smart goals,so I'm kind ofconfident like that.Wow will you share withus like what's going on?Yeah like a beta or something?Yeah, I'll definitelyshare it in the group.But yeah, working on thevisuals at the moment,I'm just tidying up stuff.OK, cool.Cool all right.Excellent Wow.OK I didn't know that super.OK, and your second goal?I initially wrote downsimple stuff like,stay, well, I'lljust say it anyway,but stay in the groupfor a good while longer.That would be lovely.I'd like to.OK that's a simple goal.I like that.In the program foranother six months.That would be super.Yeah OK.Writing it down,the first goal Iwanted to accomplishin the next 12 monthsis to have an economic freedomor independence freedom.Yep, and the second oneis a big commitment.I talked about thiswith Diane yesterday,and I wanted to stop feelingthat I need to do morewith my time becausein the last yearsI been struggling with that.So I wanted to stop feelingthat I can do more with my time.So I even say thatin a positive.I want to.I want to feel more productive.Yes OK, I want to.I want to be more productive.OK now, when you say freedom,can you also expand on that?it was freedom mean to you.Economic freedom like I don'tneed support of anyone for.OK, so if you hit acertain financial goal,then you would getyour freedom right.So see how we can do that.So we're going to changethe word freedom to growor have a certain revenue.How much would that be?well, my goal was 25k andso be more productive.What does that mean,like what do you getwhen you're more productive?Do you get something back?You could sleep more.You can party more.What is it?What does it mean tobe more productive?It's just a feeling of feelingmore productive with my time.OK, so how will if you hit it?And I feel tiredand accomplished,and I did a lot of thingsgive a lot of value.I got it.I got.So if you had a to do list of 10things to do, if you hit all 10of those things, then youfeel like you've accomplishedwhat you set out to do versus.Yes and so it's not just say it.Yeah, right?So here's the thingabout feelingsis we have to make them alittle bit more concrete.Otherwise, we'll beat upourselves all the time.So if you can just in eachand every single day, justwrite down the threethings you wantto do that day and just do it.Attack it with all you've got tosee if you can hit those threethings, and soon you'llstart to realize,wow, I can managethis, I can do this.I can be self-directedand it'll be wonderful.OK, Yeah.So so you want toget a checklist?So I'm going to say,finish your checklist, ok?Each day, I want to makesure that if you have spacestill for you to add more1's to it or more needsand then just writethe value for each.Now it was difficult forsome of you to assign a valuebecause especially inthe wants department,because they seem so intangible,it seems like this puffy cloud.Right?and once you defineyour goal as somethingmore tangible than now, allof a sudden the clarity comes.And now you say, oh, I knowwhat that's worth to me now.Now, some of themare a lot easier,like the physical goodslike by date of classic caror by dad and red Mercedes.So if you writedown red Mercedes.E-class whatever the versionis, then you write that down,then you now you knowwhat that's worth.Right?but there's also anemotional value to this.So if Philip is able to buy hisdata classic car or Goetz isable to buy his datacar, it might beworth more than what you pay.The feeling ofaccomplishment, the factthat you can contributeto your parents' dreamand surprise them in a waythat they've never been before.Or maybe that'syour dad's dream,and they haven't beenable to do that either.And all of a sudden, you'reable to help them fulfill that.So there's greatervalue that's created.Than what you've spent.May you put that down?Ok?now, while we'rehere, I want everybodyto then revisit the question.Our needs more valuable.Are ones once?OK, well, let'shave a conversationif you were on team.Needs did any of you guysswitch and tell me why.And if you're in teamwants, we'll go second.Did you switch and tell me why?Yeah, I was.I was team needs.I yeah, and I think I'vedefinitely swapped overto once be more valuable.I think it's twofold.One because of the wordvalue and what it now means,I think in termsof the question.Yeah and also somebody mentionedabout the idea of once beenattached to the progression.And I'm 100% in thebelief that progressionis a key form of happiness.And everything.So even at that point,I kind of switched over.So that's why I'm out.I want to make anassumption here.It can be a bold assumption.It can be an erroneousassumption in that everybodythat's on this call today hastheir needs met because you gotthe internet, you've gotshelter, you've got a camera,you've got computers, you'reOK because if you're barelyfighting for survival, youwouldn't be on this call.For some of you, I just want tobe on the call for a few moremonths.That means that we're kindof on that survival modelike we're going to have tomake a hard decision herepretty soon.So I get that part.But for the most part,everybody is on this call.Has their needs met?OK, but look atwhat happened here.Look at this list.It's pretty cool now.If it's not self-evident whenyou write down like rent,rent is worth something.Let's say it's $1,200.But if you're talkingabout peace of mindand paying your billsoff, what's that worth?The value on that may or may notbe a lot higher than you think.So the feeling whatdrives us, the feeling.So when to get into it?I'm going to showyou this thing.OK, OK, so here's aluxury goods brand.And so when you look atthis, you're like, OK,I can get a bag because I needsomething to hold my things.And for that, I willpay a certain price,a canvas tote is fine.And if it has a cool logoon it, that's even better.And I might pay alittle bit more.But when you get into luxurygoods and exclusivity, allof a sudden, the price forthis bag goes way, way, way up.Is that?Because clearly, two bagswill do the same job thatfulfills the need, and the wantis something very different.OK so when talkingabout this brand,it's collaboration betweenSupreme and Louis Vuitton.This thing went nuts.And we'll talk about why.OK, so here's theSupreme Louis Vuitton.Hopefully, I spelled that right.Box logo, hoodie and theretail price for thisis an astonishing.$860 for a hoodie, youguys, for a hoodie.I would not buy this, butapparently a lot of people do.And what's evenmore remarkable isthis is that what it resellsfor on the Black marketis even crazier.So I found this on the internet.Can you believe this?The same hoodie that you can buyas a commercial manufactured,mass produced goodthat's $860 isgoing for $25,000 on theBlack or gray market.So let's look at whatpeople have been mentioning,Maslow's hierarchy of needs.Oh, OK.So the very base food, water,shelter, clothing and sleep,we need that.We need that.But in first world.Countries, we move beyondthe base pretty quickly.And what Maslow proposes isthat the very highest thingthat we're trying toattain is mindfulness,self-actualization, creativity,meaning and purpose.Like we're allsearching for thatbecause the physiological needsare resolved pretty quickly.But if we keep going upsafety and security, thatmeans our health whatPhilip was talking about,a gainful employmentlike a decent paying jobto have property,social stability,those are veryimportant things to us.And we keep moving up.It's like we want to feelwe need love too be loved.To belong tosomething that tribe,a community to developfriendships, family intimacyand a connection.This is very important to us.Keep moving up here.Self-esteem, confidence,belief in oneselfis very important to beable to achieve somethingand to be a unique voice inthe world of 8 billion people.And creativity, meaningand purpose like our why?So when we look at abrand like Supreme.What do you thinkit's fulfilling?Well, it's not thebase needs anymore,it's not evensafety and security,I propose that the reasonwhy this strange phenomenonand it's not the only one.Fulfills this part.Like, I belong toa group of peoplethat can affordsuch luxury goods,and I have the means and theability to purchase this thing.And only one of so manypeople can have it.I belong to this tribe.I feel more accomplishedwhen I carry.I'm just speaking forthe Supreme owner.When I carry thisbag, people look at melike I'm an important person.I've made it, I've arrived,I've achieved something,and I'm unique in that.I'm one in 100 or 1 and 1,000people who have this thing.And that's it.The same reasonwhy people buy art.The same reason whygold is valuable.Because not everybodycan have it.And I don't know, maybe ithelps me to self-actualize,I don't know, but I feel likeit's in the top three things.And that's why.So the thing is needs andwants in terms of value,so needs strangely like foodbecomes commodity, but reallygood food.Becomes a want, and when youpush towards the extreme,like very low quality food.But just it'snutritional, there'sa certain price point to that.But if you're talking abouta gold lace like gold flighthamburger that'slike $100 hamburger,you really don'tneed that, but youmight want it because itmakes you feel something.OK, so let's revisit this, guys.I'm going to stopthe share here.Everybody understandthis so far.Stop the share, and let's have aconversation debate about this.All right.What do we realize here?Anything or nothing at all?Daniel, talk to me.Your hands are still upor is that an old hand?Yeah, I want just Ijust want to bring upthe idea of the people that.Doesn't have the firsttwo rows and care muchabout the top three.Yeah what aboutthose people I know?Maybe we don't haveany those people here,but what about those people?Ask more specificquestions like what are youtrying to know about peoplethat aren't here like me?Because I know a lot ofpeople like that theybuy expensive things to.Supposedly or giventhe intention of theyrich or something andthey are not right,and let's talk aboutthis because whenI was in high school,especially within the communitythat I was in.People were tryingto flex all the timeby having an expensivepurse like womenthat I knew the teenagewomen would like.Try to show you theyhave an expensive handbaglike a Prada coach, a LouisVuitton bag, and it's like.Is that really something thatyou should be buying right now?Or they'll try to drivein a fancy European carand when you see wherethey live, it's a dumpand there's a lotof that going on.So we're willing toforego certain youwould assume necessities in lifebecause we want something else.That's a whole judgment issue.I'm going to justput that aside,but we can see how humanbehavior works, right?We can see how we operatewhen we have the abilityto make a choice.We don't always choosethe things that we need.We act on ourimpulses, our desire,our desired future state,our dreams, our hopeor our ambitions.And our self-identity.I had a very strongopinion about this one way,and then I read a bookand I'm like, Oh my god,everything I thought wastotally upside down because whenwe built user profiles,we said needs and wants.I always assumed needs weremore important, more valuablethat they're essential.So how could theybe less valuable?This can't be the way.And then I'm reading pricingcreativity by Blair hennes,and he's like once aremore important onesare more valuable because theycome from an emotional place.And for which it's kindof up to each personto decide how valuableit is to them.Whereas your needs can bepurchased rather quickly.And so there's the distinction,and the gap is growing widerfor me, I'm like, Ohmy god, everythingI thought 46 yearsof my life was wrong.That the wants are whatwe want to tap into,so check out what justhappened here with this group,so many of you, at least halfof you had written down my needsare more important becausethey're essential to life.They're more valuable to me.Right OK, now westopped there and thenyou started to writedown all that you wanted.And then also thenmaybe you got clarityon your life, your goals,your ambition, your purpose,your why, the feeling of beingable to take care of a parentto go on a vacation, alittle reward for yourself,the sense of accomplishment.And then I'm going toassume that many of youhave started to assigna value to that.And it was pretty high.It went way beyond the costof what it is that you wanted.And the other thingthat you mighthave realized that I wasdoing with you for youis that some of youhad some soft goals.I helped you to translatethose into more definable goalsand what success look like.We took a goal and madeit a success metric,and then we assigneda value to it.Now, if I said toyou, I'd like to helpyou go on that vacation fortwo weeks to go kite surfingor wind surfing in Greece.What would that be worth to you?What's a fair price to helpyou to accomplish that?Oh, also, it gets kindof interesting here.So this is where the clientconversation comes in,and I'm going to try andbring this home for you,and then we're going to havea wild open debate about this.OK here's the thing.When the client says, I need anew I need to use these words,I need a website.I need a brand identity.I need a presentation deck.I need a logo.They're talking aboutthe very base level.For which?There's a lot ofpeople who can do that.Anybody can make you a logo.Anybody can design you apresentation deck anybody.You just fill in the blank,whatever it is that you do.Anybody can do that untilyou start to get to.Why?why do you need a logo?Why do you need anew brand identity,why do you need a new website?Why do you need a new app?Well, the last one wasrather disappointing.Why is that anddidn't do x, y and z,and we had to spend all nightworking with the developersand designers.They didn't bringa lot to the table.I don't feel like.My vision was ever realized, andthe process was really painful.So you're up all night,you didn't eat well,you felt really disappointed.These are all feelings now.And if we had toassign a monetary valueto each one of thesethings, your peace of mind,sleeping better, spendingmore time with your family.What would that be worth?Oh, my gosh.Now you're exploding the projectway beyond like, I need an app,I need a website, Ineed a brand identity.So I just did for you guys alittle bit of what it feelslike to do value based pricing.If you move away from theneed and focus on the want,like why?And think about how doesthis if you can evenlook at the top threeparts of Maslow's pyramid,OK, even though it'smessy, I agree with Bob.What does this dofor your users?Well, I don't just eathere or buy this productbecause it fulfills a need.It feels this desire tobelong to a self express,to belong to community,to help other people.And by doing these things,it gives me a greater senseof accomplishment,self confidenceand by facilitatingthis conversation.I help people, customersand my clients.To find meaning to do morethan just fulfill a need,I want to help them.To be creative and everybodydeserves the opportunityto be creative, don't you think?So then the prices gogo really high now.And this is where we getinto the pricing discussion.So this is great, Ilove this because thisis an excellent differentiatorfor talking to a clientbecause look, andyou just said it,Chris, it's like and I justmentioned it in chat to me,needs seems inherently LinkedInmy mind to scarcity mindset.Wants is linked toabundance, and whenI can put a focus onwants with a client,I can move theirbrain to a placewhere now they're aspiring.You know, now they'reseeing a bigger picture.You move them.If I can move themaway from needsand to want, thenof course now I'mmoving them to a bigger price.But I'm also movingthem to maybe a greaterplace of imaginationto do something better.There can be valueto understandingthis in the applicationto the client,and I'm not saying this isthe answer or the end alland be all to everything.But maybe todayI've pointed to youin a direction to changethe kind of conversationsyou're having with the client.To help them look forward to afuture or desired future state.What is it we aspireto be and becomeand how do we help the peoplethat we serve do the same?Is how we move the gameforward in dramatic ways.The common understanding,like when my son says,dad, I need a newsports jacket, I'm like,son, that's not a need, that's awant because clearly any jacketwill do.So I now have to understandwhy you want that jacket.Well, because allmy friends have itand I'll feel less than.And we can have aconversation about it.And if your clientsmostly focus on the lowertier of the hierarchyof needs, you'llstart to find out that you'renot going to get a lot of valueor create value for themor for yourself that way.Because theneverything is reallyfunctional at that point, right?When we get into meaning.And purpose andself-actualization,it's actually very hard to do.The little that I understandabout Maslow's hierarchyof needs is that the bottompart we have to have before wemove up?I get that.Otherwise, we're dead.And towards the top part,at least in Western culture,we aspire to have thatself-actualizationand to learn what our purposeand our meaning in life is,but it's actually verydifficult to attain.Can we agree to that,that it narrows outof the tip of thepyramid because it'smuch harder to get there?And for people who are able tofacilitate or help others findthemselves or their companyor their organization,since it's so hard to do, thattends to be a difficult taskand difficult tasks are usuallyconnected with higher value.Hi, yeah, I just wantedto ask the questionwhen you said that you thoughtthat needs were more important.Previously and youask your customerto talk about theircustomers and their personas.Yeah, which you have saidthe same thing, would you?You've asked themto say, can youdescribe the person's needsor their person's wants?Yeah, it's part ofour user profiles.Which I haven't taught you guys.Or maybe I have, and Iget into needs and wants.So we do the exactsame thing like today,whether you're a core customeror not, whether you facilitateor not, whether youuse design a logo,you can start toask your client,tell me what it is thatyou need and you can justwrite all that stuff down.Then you say, well,what is it youwant that's attached to this?And then you can write thatdown and you could startto see what they value more.And if you can understanda little bit moreabout what motivates them.Now what motivates you,but what motivates them?And you tap into that.So if you guys arebuilding user profiles,get into this because weneed to solve both problems.We do.OK and so here's the thing.I started writing this down.Don Norman, Ibelieve, is his name.I think he wrote the book Thedesign of everyday things.He's the one who coined theterm UX because people wantedme to read that article, right?And I was reading a little bit.He says it's very hardto empathize with people.I don't know if I agreewith what he's saying.He makes a concreteargument, but I'dlike to argue with himthat it's maybe not true.But he says, we justbreak down peopleinto motivation behavior.We can understand thema lot better, right?So what activities dothey participate in?What's their attitude, theirpoint of view on those things?And what's theirability to do that?So we're solving bothproblems that we'regoing to address needsand one simultaneously.So when we observe whatthe activities are,we can anticipate wherewe can improve their livesor make it easierto simplify it.And we also understandtheir attitude,which isn't always that clear.Their point of view, we canalso address that as well.We can speak to them in a waythat feels genuine and reflectstheir opinion.And then their ability to dosomething, so the user profilethat I'm going to be workingon for flow core 2.0,whatever you want to call that,we'll start to address someof these revelations that I'mhaving in terms of where I wantto spend time talkingto the client.Because if you help them designan app because that's usuallylike what peopledo with core, theydesign something digital,a digital product,if you help them to do that,yes, we can order these things.And like I say, it's a food,fast casual restaurant.We can build an app tohelp people order faster.But what is it they're tryingto get done in their life?And that might tapinto the marketing partto try to bring thisconversation full circle here.People say, well, once aremore important because then Ican learn how to markettowards you to understandyour aspirations.And if you read mostmarketing books,they do seem totalk about what itis that somebodyhopes and dreams arewhat they aspire to become.This is true in story, brand.It's true and this is marketing.And if you start tounderstand what it is,they aspire to become.Then you could reallyunderstand how to talk to them.And that's really important.So let's get back into it.One one last littleexample here,and then I'll turn it backover to you guys, whichis Seth Godin, andthis is marketing talksabout why do peoplebuy a drill bit?And you've heard this before.Just bear with me.Why do people buy a drill bit?It's not to put ahole in the wall.OK it's because theywant to put a bracket.To hang a shelf and theydon't want a bracket.To hang a shelf.They want to organize theirbooks on top of the shelf.They don't really want toput books on the shelf.They want a feelingof accomplishmentthat they can do something andbe productive with their lives.Oh, so they're notreally buying a drill bitto put a hole in the wall.It's just it's a senseof accomplishment.So we keep going up the pyramidto see what really they wantversus what they need.They need a hole inthe wall, but that needis for a bigger want.So when we marketto people and saythis is the sharpest,fastest drilling hole,bit a drill that youcan buy drill bit.We're going toaddress at the bottom.But like Supreme Supreme andApple is not going to tell you.This is how many gigahertz.This is the car by tip.They really talked like ifyou open up any Apple pageand look at any of the waythey talk about their products.It's very interestingstudy the languagein which they talk to you.I'm going to it up right now,OK, because I study this,I'm like, wow,Apple is really notletting me know how manygigahertz and anything is.They really want me.I'm going to clickon the Learn Moreabout the cheesegrater apple, right?So it goes Mac Pro.Let me scroll down here.It says power tochange everything.That's the headline.They're not talking about RAM.They're not talkingabout gigahertz powerto change everything.And it's a pun.Usually theseheadlines are puns.Power to change.Everything is meaningit's very configurable.But with this much power,you can do anythingthat your heart desires.Function defines form,create without constraintengineered to go all out all thetime, and this is pretty funny.Forget everything you knowabout memory now that you'restarting like deep,deep into the site,they started gettinginto the technical parts.Eight PCI Express expansionslots go configure, play on,go figure.See what they'redoing there, seehow they're marketing to you,see how they're talking to you.So if you look at yourwebsite right now,if everybody looksat their websiteand you just show I designedlogos, I design brand identitysystems, I design productsand the UX and UI.You are just addressing the verybottom of Maslow's hierarchyof needs becausesomebody else is saying,I need a fill in the blank andyou are that fill in the blank.But if you understandwhat they aspire to doand you write about that andyou speak to them in a languagethat they understand,all of a sudden youmove to the top of the stack.So you're not competing againstFiverr and Upwork and allthose islands and allthose kinds of sitesanymore, because theyfeel something nowlike they feel likeyou understand them.How can we switchthe idea of onceand yeah, they wants to be a badthing because the CIA and allthose things makes peoplethink that you are very selfishor you just want your something?No and when youtalk about needs,you're caring about the basicsand the most important thingsof the people thatyou're helping, right?So how can we switch that?OK, I'm going to takeyour comment observation.I'm going to bringRachel's thing.I'm trying to bring thishome for everybody that'sstill in here with me.OK, I know it's beena long two hours.I want to try and dosomething with you.I want to tell you this thing.Now you'll notice inthis entire process.If you watch this,call back later.You might realize something.I want to help you cometo the conclusion that'smost appropriate for you.I will bring rationalarguments in here,but I try to designan exercise where youcome to your own conclusion.And if we had stopped thereright before I actually toldyou what I felt andthought before I startedto talk about the luxurygoods, some of you guys,the light bulb was alreadystarting to switch.The mere exercise is doing this.This is what I say to you guys.Quite often I say,please do not tell mewhat you're goingto do, just show me.So when you're having aconversation with a client,they come in.I need this.I need this.Do not try to say tothem, well, you know,I have this theoreticalconversation.I've been part of this traininggroup and we believe in this.They're going to shut up.I just need this thing.They're going to shutdown really fast.What you need to do isyou need to demonstrate itto them on the fly in the momentwithout them even realizing it,they're going to come upthe other end of the tunnel.Here's how you do this.Ok?they're going to say,Daniel, I need a logo.You're like, fantastic.I want to ask you something.Why would you even wantto change your logoin the first place?They're going to tell youa bunch of reasons why.And then you can askthem another question.Do you think yourcustomers will careif you change the logo at all?Like, yes, of course they will.What data do youhave to support this?Well, I have no data.Just it's a feeling.Where does thisfeeling come from?Well, we hear it.So it's like, do you thinkchanging its logo willalienate the customers?You have more so or less?So then it will attract newcustomers that you'd like?Well, I don't knowwhat you mean, Chris.Well, let's try to understandthe customers you'dlike to have more of.See, I'm doing it withthem the entire time.I'm trying to understandhelping them to realize they'refocusing on the wrong thing.They're focusing on themselvesand not the people who matterthe most their customers.Then I said, well, what do youthink motivates people to pickyour competitor over you?Well, they want this, theywant that, they want that.I'm like, oh, OK.So based on that, shouldn'twe do something different?Now here's what we'velearned x, y and z, if you'dlike to proceed with me.Here's what I'm in chargeyou to do discovery strategy.After which I can make youwhatever it is that you need.This call was free,the next one will not.How would you like to proceed?And in case you're consideringmany other options, please do.You must do your duediligence and findwhat's a good fit for you.If you find somebodyelse that cando whatever it is thatI'm saying or makingyou feel, please go with them.There's no point tospend more money with mebecause I will charge youmore than all of them.Only call me if you don't feellike the other people are trulyaddressing the real problem.And then that's the endof the conversation.You could do this in 15 minutes.Is that clear, daniel?Yes, thank you, Chris.OK, so at some point,you guys will reallylisten to the last partof this conversation,internalize this thing and startto figure out how would I movethem from point A to point b?I can do that.I shift the conversation veryfluidly from this to thisto this, this, and before youknow it, they're like, wow,you are right.Everybody has toldme I need a new logoand I don't need a new logo.I need a new xyz.In order to do that, in orderto successfully accomplish this,you two need to be transformedbecause it can't justbe something that you say.You have to have the convictionthat this is true, if not.You're betraying yourself.You're just selling something,you're making up storiesto get some money.