The Chemistry of Want
What we call discovering customer needs is actually creating them. Desire crystallises not from within but from the force of conviction meeting possibility. The customer's response emerges like a non-Newtonian fluid subjected to pressure—formless until shaped by the right provocation. We mistake this crystallisation for a pre-existing need, but wanting itself requires context to transform possibility into longing. This is why asking people directly what they want yields nothing, whilst presenting them with your own vision suddenly makes their desires visible. The art lies not in neutral observation but in learning to become the kind of person who generates such responses—one who notices patterns, lingers on feelings, and develops an intuition for how context and content create the chemistry of human want.