New Year’s Day is the peak moment for imagining a better version of ourselves … and products speaking to THAT identity win. Happy New Year! Every January 1, something unique happens in our minds. We pause in thinking so much about what we have and start thinking about who we want to be. In I Need That, I call this the Coveted Condition: the customer’s desired future state. Not “a faster blender” but “New Me eats better.” Not “a new tool” but “New Me finally gets projects done.” Not “a smarter...