Emerging Tech

I Need That! - Music To Innovators' Ears

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Executive Summary

When someone "Wants" something, they consider comparative "Wants" - this choice versus that. But when they believe, and say, they "Need it." Rational or not, they are "Hooked." In this case, price is often of little consequence. They just "Gotta have it." This is a sign that innovation has been truly effective in creating a demand on an emotional level, where none existed before. Emotional need is compelling. It "Hangs around" until fulfilled, even if that takes weeks or months.

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