She told me that if magic gives people what they want, then not using magic can give them what they need.

– Terry Pratchett, Equal Rites

When giving a lecture, writing a book or giving a course; the challenge is to find a good mix between giving people what they want and what they need. If you only give people what they want they will go away satisfied but you will only have a short term effect on their lives. If you only give them what they need they will probably not feel satisfied and might not listen to what you say. It’s about fulfilling people’s expectations then taking it to the next level.