Clients, Clients, and More Clients: Create an Endless Stream of New Business with the Power of Psychology

Filling a Need

Relationships are based on need fulfillment. Recent research by Dr. Sue Johnson, distinguished research professor at Alliant University in San Diego, California, and professor of clinical psychology at the University of Ottawa, Canada, has shown that couples that last fulfill one another’s basic needs for attachment including closeness, security, and connection. Similarly, in business there are two parallel streams of needs that you need to fill.

1. Emotional and intellectual needs. People need to be able to like you, feel comfortable with you, and trust you. They need to feel that you are smart—not necessarily in an academic way, but in a very practical way. They need to feel that you know what you’re doing.

2. Bottom-line business ...