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The biggest mistake most business owners make is thinking only in terms of how their business can fulfill their own needs, and not how it can fulfill the needs of others. After studying the greatest business leaders of all time, it became obvious that the most profitable businesses are those that gear their products, services and marketing strategies toward fulfilling a specific and timely need. When Richard Branson launched his Student magazine, he dubbed it “the political voice of the youth.” This caught the attention of a movement with a strong desire to express their opinions and have an identity separate from the establishment. Soon after, he began Virgin Music to satiate the youth’s hunger for music at discount prices.

When someone says, “I love to knit so I’ll open a store that sells my knitted sweaters and blankets", their profits can only grow as the need for warmth grows. While it is important to enjoy what you do, the fact is, creating wealth works on the principle that the money you receive is in direct proportion to the amount of value you provide in the current marketplace. Dell became the number one computer company in the world by offering customisation and convenience, two growing areas of importance in a fast-moving economy.

I am fortunate because what I enjoy is empowering people. This service happens to satisfy a deeply felt need in most people to live more passionate lives and reach their potential. 80% of people will never be able to say they are truly fulfilled in life and, even in a country as prosperous as the U.S., one out of four people are living below the poverty level. At The Christopher Howard Companies, we deliver cutting-edge tools to help people turn their dreams into realities and their passions into profits. Our companies have attained an unusual level of success because our set of wealth principles and techniques directly fulfills people’s need to take charge of their lives.

Equally as important as creating something of high value, is the ability to name that need when you pitch your products, services and ideas. When Donald Trump proposed The Commodore Hotel for the city of New York, he didn’t ask for the money to help him get rich. He saw a bigger picture and delivered the visionary proposal as a way to help the city and its people to rebuild its crumbling skyline. The whole “sales process” then becomes more about moving people to action, and what moves people to action is their innate desire to fulfill their needs.

Most people are still out there pitching their ideas with the classic sales techniques of listing their product or service’s benefits. If it’s a coaching practice that you want to thrive, be clear about what exactly you are assisting people with. Then name that need! I know someone who built a highly successful practice on smoking cessation alone. His mission to save lives became so compelling; his specialised practice now involves several other coaches.

New needs arise everyday in a changing market. To create the most profitable business ideas, marketing materials and sales approaches, first tune into what people are expressing a need for, or anticipate, based on social trends, what people will need in the future. Ask yourself, “what specific need would I enjoy fulfilling for others?” Then be creative in how you get the word out in a way that speaks to where people are.

About the Author
Christopher Howard is an internationally acclaimed expert in Neuro Linguistic Programming and the founder of Creation Technologies™. As C.E.O. of The Christopher Howard Companies, he is a leading resource for individuals and organisations that want to accelerate their performance and create breakthrough results.

Chris’ clients include politicians, Fortune 500 companies, recognised celebrities, and individuals from all walks of life who are committed to living the lives they deserve to live.

Christopher Howard is presenting a series of trainings in Australia through Universal Events.

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