So, to meet people’s intangible needs and make the pie larger, you need to know the emotional and irrational needs of others, too. These may include fears like being alone, having an office on a high floor, or bugs of any kind. They may include dreams like baseball camp with the pros or a seminar on fishing. We ask people in our courses for their dreams and fears. We get dreams like travel, sailing, owning a restaurant, running a marathon, and running a company. We get fears like snakes, crowds, public speaking, flying, and heights.
