Why will people give YOU money?  Customers will give you money for one purpose only: “Getting what they Want”  The real question is: "what is it that people really want?" It is often easier to identify a Customer’s Need (that is essential to their lifestyle) than their Want (that is Desirable to them).  Human beings are Hopeful characters - to have hope is to want an outcome that makes their life better in some way. This hope, when realized, is then converted to their Needs, which in turn makes people pay money.  Why will they pay YOU money? Customers...