Wants vs. Needs3:10 with Tomer Sharon and Hope Armstrong
In most cases, there’s a very big difference between what people say they need and what they actually need.
- Need: A need is a necessity arising from a certain problem, a real problem.
- Want: A want is what people think or say they need.
This workshop will teach you to answer one very important question. 0:00 Do people need my product? 0:04 The keyword is need, let's clarify what that means. 0:06 A need is a necessity arising from a certain problem, 0:11 let's consider the scenario of booking a flight. 0:15 These days, there are websites like KAYAK and 0:19 Google Flights, which allow you to search multiple airlines for 0:21 the best flight, whether that's the cheapest airfare or the shortest duration. 0:25 But before those products existed, people had to search for 0:30 flights on several airline websites. 0:33 It was a hassle and there was always that sinking feeling like maybe you didn't have 0:36 all the information at hand. 0:41 Was there an airline you forgot to check? 0:43 Then when sites like KAYAK entered the scene, ta-dah, 0:46 aggregative flight deals with just one search. 0:50 This solved a problem, you needed a quick trusted way to get the best flight and 0:54 KAYAK delivered on that need. 0:59 The interesting thing about needs is that people have a hard time recognizing their 1:01 own needs. 1:06 In many cases, products meet needs people were not even aware they had before. 1:08 Take the first iPhone as an example, 1:13 people were generally satisfied with their mobile phones. 1:16 At the time, Nokia was celebrating the shipping of its 1 billion phone to yet 1:20 another happy customer. 1:25 Yet the iPhone and later Android and 1:27 other smartphones swept the world in a storm of technology in people's hands. 1:30 Today, many people cannot imagine life without their smartphone. 1:36 If you would've described a smartphone to people prior to the year 2007, 1:41 when the iPhone was first announced. 1:46 I'm not sure how many of them would've predicted how much they needed it, or 1:48 at least felt they needed it. 1:53 Smartphones met a need people were not aware of. 1:55 Now instead of carrying around a flip-phone, a camera and 1:59 a video camera to capture candid times with friends and 2:02 family, people can carry a smartphone that met all those needs and more. 2:06 A smartphone has become a compact little device that's a phone, camera, 2:11 map, Web browser and gaming console all in one. 2:16 Mobile apps brought about even more functionality, 2:22 expanding the smartphone as a way to read the news. 2:25 Catch up with friends and family through messaging, and experience social media. 2:28 Once people saw the benefits of those features, the amount of value added 2:33 created such a strong want that they became a need for many in our culture. 2:37 Many business owners and designers confuse needs with wants. 2:42 Let's better understand the difference between what people need and 2:47 what they want. 2:50 A need, as I explained earlier, 2:52 is a necessity arising from a problem, a real problem. 2:54 A want is what people think or say they need. 2:59 In most cases, there's a very big difference between what people say they 3:03 need, and what they actually need. 3:07
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