Most products fail because the buyer never builds the fantasy that flips a want into a need. Nearly half of our waking hours are spent in a private world where the rules tilt in our favor. A Science study quantified it at 46.9 percent. During that half of our day, we live in imagined scenarios that feel better than the real ones. Twice the happiness, same body. Choosing fantasy over reality. This is where your product either wins or dies. A product does not become a need through logic or...