The words "customer's needs" sound like a cliché for any businessperson. It seems obvious that it's crucial for a company to meet its clients' demands. But what appears self-evident often fades into the background – it isn't worth thinking about due to its obviousness.
Take a look at that list. What of the listed below does look like a human need?
- To get a discount
- To buy hammer and nails
- To go to a restaurant
- To buy a fancy jacket
- To answer a message
- To make a selfie
The right answer is "nothing". None of the above is a need, but only a way to fulfill another, deeper desire.
We want to get a discount to save some money or outsmart others who haven't got it. We need a hammer and nails to hang a painting. Moreover, we need a picture on the wall to, say, create some sense of belonging to an elite group of experts. Or to show off. We go to a restaurant to cover a variety of demands at a time – from basic (to support our bodies) to social (to make an impression). And we feel it obligatory to return calls and answer messages because we don't want to look impolite, etc.
Whatever we want or do, from eating scrambled eggs for breakfast to writing poems, we are driven by some basic wishes. Steven Reiss, an American psychologist, believed that there were not more than sixteen of them. All human beings come to this world with the same pre-loaded set of desires, but we develop them differently. Some people feel a strong need for power and, consequently, become leaders. Other people, on the contrary, are indifferent to the power. If you know somebody who's ready to work alone, on a distant island, she is probably one of them.