I need to buy a car. I need a car which has four wheels (duh…), a roof (in case it rains), wind shield wipers (in case it rains), a steering wheel, seats, motor which starts and goes from a to b, gears, you know, a car. Like this…
This car covers all my needs.
So why do I secretly want this..?
In the limits of what is possible, we buy what we want and not what we need.
If your product or service covers your customers needs be careful because it may not be enough.