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    When was the last time you bought tires? If you're like most people, shopping for tires is not the most exciting experience.

    We buy tires because we have to. We are not usually thrilled at shelling out a large chunk of money for something as un-glamorous as tires. But we do it anyway.

    Why?

    We think we need tires. But, what we really need is safety.

    When your mechanic tells you your old tires are unreliable, even dangerous, your priorities suddenly change. You put aside other plans, like buying a new plasma TV, because your need to be safe on the road is more import

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    We buy tires because we have to. We are not usually thrilled at shelling out a large chunk of money for something as un-glamorous as tires. But we do it anyway.

    Why?

    We think we need tires. But, what we really need is safety.

    When your mechanic tells you your old tires are unreliable, even dangerous, your priorities suddenly change. You put aside other plans, like buying a new plasma TV, because your need to be safe on the road is more impor

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    or something as un-glamorous as tires. But we do it anyway.

    Why?

    We think we need tires. But, what we really need is safety.

    When your mechanic tells you your old tires are unreliable, even dangerous, your priorities suddenly change. You put aside other plans, like buying a new plasma TV, because your need to be safe on the road is more impor

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    ally need is safety.

    When your mechanic tells you your old tires are unreliable, even dangerous, your priorities suddenly change. You put aside other plans, like buying a new plasma TV, because your need to be safe on the road is more impor

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    enly change. You put aside other plans, like buying a new plasma TV, because your need to be safe on the road is more important.

    What's all this talk about tires? Isn't this an article about customer needs?

    Customers don't need what you are trying to sell them. They do, however, have deep, universal, human needs that they are trying to satisfy. You will be able to market and sell more effectively if you can identify the needs of your customers, and how your products helps to satisfy those needs.

    Sometimes, it gets a little tricky to sort out.

    Once you realize you n

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