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How does your business serve others? How do you (or your product/service) contribute to the improvement of lives?

You have to look past the obvious.

For example, cosmetic companies don’t sell lipstick; they sell romance (and sex). They know women want to love and be loved. Lipstick is a device to attain it.

Historically (and most likely forever) people want:

• Security
• Sex
• Power
• Immortality
• Wealth
• Happiness
• Safety
• Health
• Recognition
• Love

How do you or your product/service deliver any of those essential needs? As you begin to brainstorm ideas for your product, keep these customer desires in mind.

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