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I’ve always found the discussion about wants and needs quite confusing. Wants talk about desire and emotional connection to things, experiences or people we absolutely feel we need. We want a new car, a new phone, a new computer. Probably we have very good reasons to justify wanting all of these, and these reasons make us conclude that we need them. Marketing mostly tries to trick our minds, making us feel that we need what we want, but we know that this is not the case. We d

Your purpose defines who you are for: who is going to understand your story, who is embracing your narrative, who is ready, who has got it and who can’t wait. If your customer doesn’t share your purpose, you become another product or service. Does your customer believe in what you believe? Our work is not just to find people who believe what we believe, but to find those who do and are struggling to get where they want to be. Our business can become a way of getting not close

For many businesses this is a very difficult question. It’s not so easy to think about what a business is really about. What wants are you satisfying? And what needs? There is a subtle difference between these, because what I want it might not be what I need. I need to solve a problem, but I want this problem to be solved in a certain way. When we focus on our unique story we are trying precisely to do this; connect with our customers’ wants and what moves them. We aren’t tel