Give People the Fish—How True Value is Giving Customers What They Really Want, Not Just What You Think They Need

Consider a Friday night at a restaurant: you order salmon risotto, and the waiter takes note, but suddenly the chef appears and says, “Come cook it with me!” Most likely, you’d blink in surprise. Sure, the chef thinks you might want to learn his techniques, but you just wanted a relaxing meal after a hard week. Businesses, large and small, often make this mistake—giving people what they think customers should want, not what’s really desired.

The real key is to listen for the hidden, emotional purpose behind any purchase: happiness, relief, escape, or pride. A yoga teacher may offer classes, but her busy executive clients are really buying peace before a stressful day. An adventure ranch doesn’t just sell horse rides; it offers an escape from city life—a chance to feel free, even if for only a few hours. Entrepreneurs who uncover and deliver on these deeper needs find their work feels meaningful—and customers keep coming back.

Psychological research on motivation shows people are moved more by anticipated positive feelings (“make me feel at ease,” “give me status”) or the removal of pain (“make it simpler,” “save time”). When businesses move beyond features—what something is—and focus on the benefits—what it does for the customer’s life—they ignite demand.

Start your next project by asking yourself, 'What are people really hoping for—not just what they say they want?' Look for clues in what clients complain about or rave about; their stories often reveal anxiety, pride, or relief at the heart of their decisions. Shift your marketing and conversation toward those feelings, describing how your offer changes their experience for the better. Don’t be afraid to ask directly, ‘What would make the biggest difference?’ and be ready to adjust your product or service to give customers—the fish—not just cooking lessons.