Clue: It has absolutely nothing to do with you.

The old saying is very true: The person going out to buy a drill, doesn't actually want a drill they want a hole.

Often we get side tracked, thinking that the customer or client needs us. And they can't function without us. 

This is a false perception and a terrible business model to build your house on. 

The sad truth is, they have been doing "fine" without you for years.

So what do they really want? How does your product or service help them achieve their goals.

In short, it's not about what you want. It's about what they want.