Brands that succeed usually do so because they "anchor" their product to one of these 18 desires. Luxury car brands target Status and Power.
Look for patterns. Copy the key words from your answers onto sticky notes. Group them. You will likely find 3-4 core desires (e.g., Creativity, Connection, Autonomy, Restoration). Write a one-sentence "Desire Statement": "My 18 Q Desire is to live a life of ______, ______, and ______." 18 q desire