Desire intensifies when the future suddenly feels reachable. In I Need That, I explain something I call the Coveted Condition. We feel compelled to buy when we can clearly see a product as the key to a future state we really, really want. Not the actual thing we pay for and hold in our hands. It’s the version of ourselves that comes out the other side when we use that product. The answer to “Who will this help me become?” Probably happier. Fitter? More capable? Less stressed? Admired?...