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.