For anyone who ever toted a trusty Trapper Keeper, this history of the notebook is a compelling read. It's also a great lesson in how to dream, innovate, shift, and succeed.
Time and again, test after test, the Trapper team sought to meet a need in the marketplace. And because they did, they were wildly successful, even after modifications were made based on early feedback.
Keeping the need you're meeting at the forefront of your business can ensure that you stay in business. It's better to meet a need than to just sell stuff.
Whether you're meeting the need your customers have for belonging, status, convenience, or education, doing so means you'll end up selling stuff, too.
Lead with the need and all the other stuff will follow.