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 telling a story about how to solve a problem.
Many businesses flourish in the uncertain field of their customers’ wants. Nothing is more human, futile, irrational and beautiful than “I want”.
If you only focus on solving your customer’s problem, you might be leaving out one of the most powerful motivators of your story and why people buy from you.