Why sequels fail (and how writers can avoid repeating their mistakes)

Discover how entrepreneurs can uncover the emotional drivers behind customer requests and deliver what people really want, not just what they say they need.

Hi,

I run into writers all the time who say some version of “I’m giving people what they say they want,” or “I’m writing more about my most popular topics, but I can’t replicate my success.” Basically, even when they follow the data and give people what people “want”, they still can’t make anything new pop with thier audience.

Combating this is one of the toughest bits about building a thriving creative career. Customers will confidently tell you what they think they want…except that what they say and what they will actually buy are two very different things.

It turns out that while people know how they want to feel when they interact with your product or service, they struggle to articulate exactly how to get there again. They’ll ask for more features, more options, or more of what they’ve already experienced, but what they’re really asking for is a way to recapture an emotional high. To truly succeed, we need to decode these requests and focus on delivering the emotional experience …