The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

535: I Need That: Unpacking the Psychology of Perceived Need

Sep 25, 2025

Laurier Mandin, a seasoned product marketer and founder of Graphos Product, dives into the psychology of perceived need in this engaging conversation. He highlights how emotions drive consumer behavior, distinguishing between wants and needs. Laurier introduces the 'coveted condition,' illustrating it with a personal cycling story that shows how products can help shape aspirational identities. Listeners will gain insights on effective marketing strategies, the importance of validation, and the transformative power of demonstrating products to evoke emotional connections.

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INSIGHT

Founders Overvalue Ideas; Customers Resist Change

Inventor optimism causes founders to overvalue their idea while customers cling to the status quo.
Recognizing this mismatch early prevents costly development of unwanted products.

ADVICE

Write Daily To Harvest Ideas

Write frequently to generate and capture more ideas; daily rhythm beats occasional bursts.
Laurier recommends capturing spontaneous moments and conversations as prime content sources.

INSIGHT

Low-Stakes Output Boosts Creativity

Lighter, judgment-free content like daily emails reduces creative paralysis and increases authenticity.
Laurier contrasts this with high-pressure client work that demands polish and adherence to standards.

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In this episode of The Brainy Business podcast, Melina Palmer welcomes Laurier Mandin, author of the insightful book I Need That. Together, they explore the powerful psychology behind perceived need and how it influences consumer behavior. Laurier shares his extensive experience as a product marketer and founder of Graphos Product, revealing what it truly takes for a product to transition from a mere want to a non-negotiable need.

Listeners will discover the concept of the "coveted condition," a transformative lens through which businesses can understand their customers' aspirations and identities. Laurier recounts a pivotal moment from his youth involving a solar-powered bike computer that reignited his passion for cycling, illustrating how emotional connections drive the perception of need. Throughout their conversation, Melina and Laurier discuss actionable strategies for product development, the importance of validation, and how to effectively communicate the benefits of a product to tap into the emotional decision-making processes of consumers.

This episode is a treasure trove of insights for entrepreneurs, marketers, and anyone looking to create compelling products that resonate with their audience. Don't miss the chance to rethink how you approach your offerings and inspire your customers to say, "I need that!"

In this episode:

Explore the psychology of perceived need and how it affects consumer behavior.
Learn about the concept of the "coveted condition" and its impact on identity and aspiration.
Discover actionable strategies for product development and marketing.
Understand the significance of validating your product ideas before launch.
Gain insights into how emotional connections drive purchasing decisions.

Get important links, top recommended books and episodes, and a full transcript at thebrainybusiness.com/535.

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