Have you ever had a client ask you for something, and after a brief conversation you had to tell the client that they actually need something quite different?

This is not because the client doesn't know what they want. It is because the client was trying to speak your language. 

Instead, you should be the one speaking your client's language. 

In this section, we will be noting the difference between what clients want and what they need, why it's important to know the difference, and how to define wants and needs for your clients: the foundational part of understanding your customer context and building your customer profile. 

1. Introduction
2. Client wants
3. Client needs
4. Client fears
5. Bringing it all together