CONNECTING WITH OUR SOCIETY
In his book, The Future of Success, former U.S. Labor Secretary, Robert B. Reich enumerates the seven wants of our current society: 1) Health: wanting to feel better and live longer; 2) Entertainment: wanting more fun, thrills, surprise, suspense, titillation, excitement and aesthetic pleasure; 3) Attractiveness to others: wanting to become more appealing through fashion, cosmetics, personal hygeine and appearance products; 4) Intellectual stimulation: wanting to learn about current events, information, analysis, history, and explanations about how things work; 5) Contact: wanting to connect with other human beings; 6) Family well-being: wanting to products and services to care for, educate, inspire loved ones; 7) Financial security: wanting financial opportunities, advice, planning, and insurance. Reich suggests that for us to meet the perceived needs of the current American society, we must tap into one or more of these seven desires. These seven areas represent the fastest growing markets in which business will operate in the coming years. From The Future of…
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