The Hook of Everything Is What People Want

The richest soil for all human endeavor is desire. The pursuit of things that we want is one of the most powerful pursuits, motivations of all. It's very difficult to get someone to want a thing they don't currently want - particularly if they don't see if it's relevant to thm. But really importantly to us as idea creators and message makers business people, whatever our rules might be, is that it's very difficultto get somebody to unwant a thing that they want.