When we look for opportunities to create change, we often overlook the deepest human desires – belonging, respect, and security.
These insatiable desires are everywhere. People seek community, want their choices to matter, or the freedom from fear and uncertainty.
But we decide to ignore these fundamental needs. Instead, we focus on taking market share from competitors and fighting for a piece of what already exists.
The real opportunity is about finding unfulfilled desires and starting a quest to fill them with generosity, a genuine intention to help, and creating value that addresses what people truly seek.
Markets are saturated with meaningless stuff but human desires for meaning, connection, and security remain insatiable.