If you doubt the truth of this...................

......ask an adult family member what they want for Christmas:

What do people want?

If you ask them, you probably won't find what you're looking for.  You certainly won't find a breakthrough.  It's our job to watch people, figure out what they dream of, and then create a transaction that can deliver that feeling.

-Seth Godin, as extracted from This Is Marketing:  You Can't Be Seen Until You Learn To See