No matter who you are or what you do, there's a common force that's driving that shapes your emotions and behavior. It determines how you live, the quality of life and ultimately your destiny.
What should you learn? Your school will try to teach you facts, which you’ll need to pass the test, but which are otherwise useless. In passing, you may learn some useful skills, like literacy, which you should cultivate. But Guy Kawasaki is right in at least this: schools won’t teach you the things you really need to learn in order to be successful, either in business (whether or not you choose to live life as a toady) or in life.
There are many ways that people find to meet these needs whether they are positive, negative or neutral ways. So knowing the keys to market to the human needs can set you apart in providing value to a customer even in the most competitive market niche and create a rabid
Look at how they market a high end car like a BMW. You are sold on just how great the engineering of the car and how its handling gives you unsurpassed confidence (CERTAINTY) in any condition on the road. Its safety features protect you (CERTAINTY) like none other. Its various controls, gadgets and funky designs allow you to change your experience (VARIETY) whilst you are driving. The name of a BMW says something about you being an owner and driver who is discerning (SIGNIFICANCE) and accords you with some stature. You will be part of a BMW Club (CONNECTION) where you get to meet other owners and go on driving trips or specially, exclusive invited events (SIGNIFICANCE).
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