Desire Drives Decision

To achieve a goal, individuals must genuinely desire it and believe that the product will help them reach their goal in their preferred manner. Insights from experiences indicate that potential customers may reject certain offerings, such as memberships, because they are seeking solutions that align with their personal approach to achieving their goals. For instance, when given the option to receive free assistance, customers may be willing to purchase related products, revealing their preference for tailored experiences that resonate with their specific desires.