Do You Know What Your Customer Needs?

The problem with the word need is that there's a lot of projection in it, not necessarily. The last thing is want. Even if you're way upstream, you're going to give them something that to them is extremely tangible because they picked it even though it might not be dollars in their bank account. So I use a, I often picture this as like sort of a medical analogy where someone with a terrible cough comes in to see the doctor and the patient says, look, doc, I need you to do something about this cough.