If you hang around the candy aisle of the supermarket long enough, I can pretty much guarantee you that you’ll hear some kid yell at their parent that they “need it” with a large bag of candy in their hand. At that moment, I think the kid believes it. Hopefully, the parent explains the difference between “needing” and “wanting”. Hopefully, that’s something you can recognize in your business life too.
A need is something you must have to survive. As humans, water, food, and shelter are about the extent of those needs (I put clothing and warmth under the shelter heading). As a business, the fundamental need is to make a profit. Without that, no business can survive over the long term. In order to make those profits, you need money coming in, which means you also need customers who will pay you for your product or service. As with any need, once we have satisfied it we can move on to the “want.” You want customers who are happy so they stick around. You want customers who are pleasant so you can interact with them without drama. You need to have people working with you who are loyal and knowledgeable so they support your customers. You want them to stick around for the long term at a reasonable cost to the business.
The hard part for me when I began consulting was that I think I probably spent too much effort helping clients get the wants and not enough time focused on the needs. Rookie mistake, one I don’t make now. I’m not surprised when a client and I get into the need/want discussion and there is a bit of a disconnect. With early-stage companies especially, you have to get the needs shored up.
I try to focus on telling clients what they need to hear, which is not necessarily what they want to hear (see what I did there?). I did the same when I was part of a larger organization, sometimes to my detriment, I’ll admit. I did learn that the people who can hear things that are true but sometimes unpleasant are the ones with whom you want to work. They have learned that the bag of candy is a want, but those wants might not be affordable or necessary. They might even be detrimental. Make sense?