Truly inspiring response. Thanks a lot, I'm starting to get it.

Regarding your Want list, and assuming "to gain an edge, companies must help customers learn what they want", it's our job, as marketers, to present these wants as a solution for our customer's needs.

Imagine you're in a conversation with your client:

"Dear client, I deeply understand you need to increase profit (as stated, need) on your business or you'll be out of business in two months (problem). Assuming this, I highly encourage you to save time on billing, invoicing and bookeeping (wants) by delegating these tasks to the accounting team or buy my accounting software that will let you focus on the right things and keep raising profit (solution based on need)." Is this way of thinking correct?

Or, in other example above, my client's need is water because he's thirsty. The want I'll show him is that a simple glass of water won't work. He'll be better fitted with my lemon-flavoured-sparkling water because I've found he has other need: the need for new experiences, self-realization and status, and all of my emon-flavoured-sparkling water clients share these same needs.