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Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

At a direct marketing conference several years ago, I heard a Peppers and Rogers Group MBA go on about taking care of customers' needs on a one-to-one basis. When it came my turn to speak, I quoted the late economist Herbert Stein who said: "I never forgot what my old professor Frank Knight said. 'People don't want their wants satisfied. They want better wants.'"

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