Needs vs Wants

People say they need one thing and buy another.

The Tension

Users describe needs in rational, functional terms. They buy based on wants — emotional, social, aspirational. Building to stated needs alone produces correct but unwanted products.

The Two Sides

Needs	Wants
Functional	Emotional
What they say	What they pay for
Necessary	Motivating
Rational justification	Actual reason

Why It's a Duality

A product must meet needs to be usable.
It must satisfy wants to be chosen.
Most products that flop met the need but missed the want.

How to Navigate

Interview for needs. Observe for wants.
Watch what people do, not just what they say.
Frame the product around the want; deliver on the need.

Example

Diet apps: need is weight loss, want is self-image. Products that only track calories lose to ones that make users feel good.

Jobs to Be Done
Customer Experience Success Effort Emotion
Solve Problems Dont Build Features