Needs, Wants . . . and Excuses: What Executives Can Learn from Zig Ziglar About Working with Universities

This article uses Zig Ziglar’s classic sales insight—“people buy what they want, not what they need”—to examine corporate spending priorities. While firms often reject critical investments like research partnerships or digital transformation by citing tight budgets, they frequently fund executive perks, luxury retreats, and high-cost sponsorships that offer little measurable return. These decisions reflect executive desires more than strategic needs. Drawing parallels between personal purchasing behavior and organizational choices, the article challenges leaders to reflect honestly on whether their spending aligns with preparing their companies for the future—or just satisfying short-term “wants.”