1 00:00:00,740 --> 00:00:04,490 This course will teach you to answer one very important question. 2 00:00:04,490 --> 00:00:06,630 Do people need my product? 3 00:00:06,630 --> 00:00:09,225 The key word in this title is need. 4 00:00:09,225 --> 00:00:11,450 Let's clarify what that means. 5 00:00:11,450 --> 00:00:14,750 A need is a necessity arising from a certain problem. 6 00:00:14,750 --> 00:00:19,100 The interesting thing about needs is that people have a hard time recognizing their 7 00:00:19,100 --> 00:00:20,250 own needs. 8 00:00:20,250 --> 00:00:25,089 In many cases, products meet needs people were not even aware they had before. 9 00:00:26,330 --> 00:00:28,910 Take the first iPhone as an example. 10 00:00:28,910 --> 00:00:32,100 People were generally satisfied with their mobile phones. 11 00:00:32,100 --> 00:00:36,960 At the time, Nokia was celebrating the shipping of its one billionth phone to yet 12 00:00:36,960 --> 00:00:38,800 another happy customer. 13 00:00:38,800 --> 00:00:40,990 Yet the iPhone and later Android and 14 00:00:40,990 --> 00:00:46,020 other smartphones swept the world in a storm of technology in people's hands. 15 00:00:46,020 --> 00:00:51,460 Today, many people consider their phones as an extension of their own body. 16 00:00:51,460 --> 00:00:54,690 Many cannot imagine life without their smartphone. 17 00:00:54,690 --> 00:00:57,870 If you would've described a smartphone to people prior to 18 00:00:57,870 --> 00:01:01,910 the year 2007 when the iPhone was first announced, 19 00:01:01,910 --> 00:01:06,450 I'm not sure how many of them would've predicted how much they needed it. 20 00:01:06,450 --> 00:01:07,960 Or at least felt they needed it. 21 00:01:09,050 --> 00:01:12,320 Smartphones met a need people were not aware of. 22 00:01:13,940 --> 00:01:18,750 Many business owners and product developers confuse needs with wants. 23 00:01:18,750 --> 00:01:21,090 Next, we'll discuss why it is so 24 00:01:21,090 --> 00:01:24,030 important to understand the difference between these terms.