New Year’s Day is the peak moment for imagining a better version of ourselves … and products speaking to THAT identity win.

Happy New Year!

Every January 1, something unique happens in our minds.

We pause in thinking so much about what we have and start thinking about who we want to be.

In I Need That, I call this the Coveted Condition: the customer’s desired future state.

Not “a faster blender” but “New Me eats better.”

Not “a new tool” but “New Me finally gets projects done.”

Not “a smarter device” but “now my home runs smoothly by itself.”

That’s the future-centric psychology your product can tap into right away.

Speak to the person your buyer wants to become next week or next month, not the fantasy version they might never achieve.

Show how your product removes friction from the identity they’re trying to step into.

Make the benefit immediate and believable.

New Year’s resolutions fade so quickly it’s embarrassing, but identity-driven decisions tend to be the ones that stick.

If your product shows how “this helps you become who you’re trying to be,” it stops being a purchase and becomes a leap forward.

Resolve to put your buyers’ Coveted Condition front-and-center in 2026.

And may the coming year be one of health, happiness and new prosperity to you and your loved ones!

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.