3 Things We Should Never Forget

The Story of Telling blog writes about the distinction between a customers’ wants and needs: “Our hunger is satisfied when we eat the meal we ordered, but we enjoy the food more when the service exceeds our expectations. … It’s possible to meet needs and wants in every interaction.” Jim wrote about making people want what we sell (a ticket to a show or event) in We’re Selling a Drug. The Recreational Kind: “What we sell is more like wine. …

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