Laurier Mandin, founder of Graphos and expert on buyer psychology, shares his insights into crafting must-have products. He discusses his book, 'I Need That', and the importance of validating ideas before launch. Laurier reveals the 'Coveted Condition' framework and explores how emotional factors, like the limbic system, drive purchasing. He highlights the overvaluation of innovations and the necessity for products to be significantly better to succeed. The conversation also touches on lessons learned from product failures and the balance between ambition and personal peace.