All Squirrels Want Nuts

If you want to attract some squirrels, put out some acorns. It's a safe bet.

Nuts are something that squirrels need, the same way people need water and food. But once we start talking about more sophisticated products, things that people want instead of need, the discussion gets complicated. Even extremely poor consumers in the developing world will prioritize their purchases to get what they want, often ignoring the opportunity to take what they need.

It's easy to fall into the trap of thinking of your market as a cohesive audience, of thinking of a market as a large group of similar people. But there is no monolith of want.

Everyone doesn't want a slightly better dishwasher or a faster plane ride. Not enough to pay extra for it, anyway. We don't all want chocolate or a big house in the suburbs.

As the number of choices facing consumers increases, and the diversity of education, backgrounds and desires increases as well. It's awfully dangerous to assume that consumers are all the same-it’s even dangerous to assume that they're all rational. 
Digital Marketing Agency-Nikulsan Technologies