Classic 'Supply and Demand' Rule is a LIE

In business studies one of the things you are taught is that to start your own business you find something that people need and give it to them. This is WRONG.

I will tell you why and then I'll give you some examples to back it up. My major interest is in psychology and psychologists know that decisions are made not by logic, but by emotions. You see something you want and you buy it, its not until a moment later that your logical mind kicks in and asks 'do you really need this' and lists the consequences of your decision. Emotions come first - so if that is the case then buying decisions must be made in an instant, using emotions - which is what you WANT not what you NEED.

Two examples for you. Boy racers. those young guys who have their Novas with their blacked out windows, no seat belts and loud dance music pumping out of their cars at the weekend. What do they need? Seat belts. Yet they don't have them. What do they want? Blacked out windows and they do.

Here is a more common example that I am almost certain you can identify with. How many people decide they want to go out for a drink with friends, even though they have that bill to pay? They need to pay the bill otherwise their telephone will be cut off, but they want to go out to the party. We've all done it t some extent, chosen something we want over something we need.

That is because buying decisions are made based on wants, emotions. So make your selling process, your marketing packed full of emotions to increase your sales.