Reilly Newman | The wants, needs, and desires of your customers will vary depending on the market your business is in. We are familiar with this because our behavior in purchasing pet food is a lot different than when we sit down to order our favorite meal at a restaurant
In each scenario, our wants, needs, and desires change depending on the type of transaction and our expectations. These are all fundamentals of a transaction, but where the rubber truly meets the road is what happens after…..
After the purchase decision is made and we take the product home or wait for our meal to arrive, the moment of truth is upon us. The revealing of this moment tells us two major aspects of our purchase:
Reality
What we unpack or start to cut up and eat is when reality sets in. Did it live up to the expectations that our desire set? Was our “want” satisfied? Was our essential need met? The needs of our scenarios can be met fairly easily as these are more essentials to survival (food, water, shelter, etc.). The wants we feel within us are driven by the sense of lacking. We don’t just need it, we want it because it will fulfill that inner craving that goes beyond just essential and is typically within grasp and affordable (entertainment, travel, fine dining, luxury). The desires go beyond just wanting and fulfill a higher calling of self-actualization. These may not be technically within reach, but are on the checklist to become that how we want to be seen by the world (internal narrative, transformative, identity). Overall, these elements are the main factors taken into account when reflecting on a purchase.
Truth
After reality sets in, we must redefine our meaning of what is true. Did the product live up to the hype? Was the meal on point? Was your experience enjoyable? Depending on the answers to these (based on our needs, wants, and desires), we will reassign meaning accordingly. A poor experience will reveal the truth that it was all hype. Or a great experience will increase the enjoyment and perceived value of the brand.
This moment of truth ultimately reveals the gap between our initial wants, needs, and desires in contrast to what is actually delivered. Frankly, we have all experienced this. That movie that just wasn’t great or that new tech product that turned out to be clunky and a pain to even just set up. That new bottle of wine that didn’t live up to the hype or even its score. This sacrifice is something that we as consumers have come to be a bit accustom to since many businesses overpromise or are swept away by hype in the market.
Fortunately, we’ve also experienced the other side of the spectrum where something surpasses our expectations. Sometimes this happens to me when I randomly select a movie to watch. It looks just alright, but then turns out to be clever and entertaining! The customer sacrifice I was expecting to take on was flipped on its head and propelled my overall perception of the film and its creators much further.
When it comes to brand, this moment of truth can make or break it. A great brand experience is what builds amazing companies. This is because when the promise of a brand aligns with what is actually delivered, then we create a very happy customer. Beyond this, when we surpass their expectation we create a memorable brand experience that furthers their love for your business and offering.
A basic business principle is to “underpromise and overdeliver,” I find this to be the core of many great brands. No sizzle or hype, just true value focused on the needs, wants, and desires of their audience.
