Agree that in some industries, like fashion, it’s difficult to say people “need” anything. And of course, every year, some new style sells like hot cakes.
I’d argue, however, that in such industries, the hit rate will be much lower. As I mention in the article, it’s not that focusing on ‘wants’ (rather than ‘needs’) makes success impossible. Some will succeed for sure (law of large numbers and all), but it’s just that many more attempts will fail.