Explore a 19-minute conference talk from Collision Conference that delves into the concept of "wantedness" in customer relationships. Learn from industry leaders Kirsten Ward (Microsoft), Mark Krolick (United Airlines), Matt Staneff (T-Mobile), and Jamie Gutfruend (Wonderman) as they discuss new research highlighting the importance of developing customer desire in today's competitive digital landscape. Gain insights into why understanding and cultivating customer wants is crucial for business success, and discover strategies to enhance customer engagement and loyalty in an increasingly promiscuous digital environment.