Vol 1: Want vs Need

Once, while working on a Coca-Cola ad, my Creative Director told me to place a Coke bottle on the table when two prospective lovers meet on their first date.

“What do they need the drink for?” She asked.

It turns out the drink is not there just to quench thirst. It’s a prop for a conversation starter, or something to hold on to while having a conversation.

Class note: There’s a human story waiting to be told in every product and service. Your job is to find it.

Clue: Ask what’s that human story in how a user interacts with my product or service.