The Brain Says, I Don't Need This

There is a difference between want and need. Most of what we're selling isn't necessarily a need item, right? It's much easier to mark it a need item. So the idea is you have to create kind of this unique sales pitch that makes it so that you're not talking the need. The want is much but the need. If your product is faster, simpler, easier, better than the other guys, that helps push someone's brain into more of the oh, i need this particular brand.