What is this all about?

Designing is the process of linking need with desire. 

It's easier (and better) to sell something which is desirable, rather than (un)desirable.

Desirability is value by another name.  A more insiring and emotive name. 

Would you rather be valuable or desirable?

We're in the business of creating desirability via innovation.

Comments

[Dave B]

This insight forces a difficult design process question. How do we make design decisions between solving observable problems vs trying to answer psychological needs? It seems that the most successful, game-changing "innovations" - (ipod, prius, etc) - were successful mostly because they fulfilled a psychological desire. In fact, the competitors, who have really just marketed a comparable utility, are virtually irrelevant (whether they were first to market or a follower).