The Hidden Power of Wants Over Needs in Decision-Making

Stephanie, a skilled physical therapist, made a decision that puzzled her rational self. She spent an entire day’s after-tax pay on a pair of limited-edition sneakers. She wasn’t thinking about support, durability, or value. As she swiped her card, she imagined herself walking into work, heads turning—a flash of color, a symbol of independence and confidence. The sneakers weren’t promising better joint health; they were promising a new story about who Stephanie could be if she wore them.

What Puma sold her was not footwear, but a sense of being special, of participating in a trend, of exercising a grown-up’s power over personal style. She shared the story with friends, and soon the shoes weren’t just an accessory—they were a badge. At the company’s headquarters, marketing leaders debated: should they make sneakers with more technical features or lean deeper into story-driven launches? Sales figures answered—desire driven by story trounced technical improvements every time.

Behind every successful brand is a recognition: beyond basic needs, we’re motivated by how things make us feel about ourselves and our place in the world. Measurable features give way, in the end, to wants that are subjective—satisfying identity and aspiration far more than logic.

Notice what people get truly excited to tell others about—often, it’s not the tech or the quality but the boost to their self-image or the way something makes them feel part of something special. When you pinpoint what emotional want is fueling those raves—be it fun, belonging, or a sense of being ahead of the curve—make that the heart of your offer, pitch, or story. Rather than burying your message in practical features or stats, make the result a feeling people crave. Try this with your next project or pitch and see what shifts.