There are businesses that cater to the ‘wants’ of the people and the ones that cater to the ‘needs.’
The ones that successfully cater to the ‘wants’, end up achieving significant growth and returning decent profits.
However, the businesses that manage to address the needs of their customers, are the ones that drive a change.
In a rare occasion when a business uncovers a need that even the customer is unaware of, the change is transformational and long-lasting.