What do people want?
Do you want the surgery? No, I want the pain to go away. I want to be able to go on vacation. I want to spend more time with my family. So Yes.
Do you want to spend $30,000 on a new car? No, I want to go places. I want to take my family with me. I want the convenience of travel. I want my family and friends to think I made a good decision. So Yes.
Do you want to volunteer at our event? No, I want to be a part of the purpose. I want to be involved with my peers. I want to feel appreciated. I want my family to see that I’m a good person. So Yes.
Understanding what people want is a generous effort toward understanding what they do.