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Touching a Nerve: Tapping into the unmet need


I had an unmet need. I had an itch that I just couldn’t get scratched. Middle of my back. Seemingly out of reach. I tried the yogic arm stretch…not quite getting there. It was getting annoying. I tried rubbing against the corner of a wall…no relief. I was starting to look like a dog in heat, rubbing up against the furniture or any sharp surface that would have me. Finally, a light bulb went off. I remembered by grandma having a long bamboo stick that had a hand-shaped end. Off I went to the dollar store, got one and rendered my unmet need fulfilled.

Would that all unmet needs were so easily resolved. In business, your clients’ unmet needs present an opportunity. The bridge to get you on the road to solving those needs is spanned with communication.

Too often companies make a product or provide a service that they are passionate about or which aligns well with their own expertise. They have the “if we build it, they will come” attitude. And customers may come for a while. But, if your product or service is leaving a gap by not identifying what itch isn’t getting scratched, your customers may soon drift on to another provider.

A good place to start identifying the unmet need is by

Satisfying an unmet need touches a nerve. You reach people on an emotional and even physical level by relieving the physical tension of frustration and the feeling of not being listened to. That is huge. That is where heroes are made and brand loyalty is born.

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