Why do you want more money?
If given the choice, most people would say that they’d like to have more money. But why do they want that? Really why?
In thinking about this, it reminds me of Theodore Levitt’s thought that “ People don’t want to buy a quarter-inch drill bit. They want a quarter-inch hole. “
Really, they don’t want a quarter-inch hole, they want to hang a bookshelf. And really, they don’t just want to…