Need vs. Want
Pop Soda Jones. "The reality is that consumers don't need our stuff," says Peter van Stolk, founder, president and ceo of Jones Soda, in a transcript of an interview with Ryan Underwood posted on FastCompany.com. He says that's the one simple insight that made him a better marketer. As he puts it: "You're not listening to your customer when you tell them, 'You need me.' You listen to your customers when you say, 'You really don't need me.'"