The article, “The Felt Need” by Dan and Chip Heath in the November, 2010 issue of Fast Company is worth the price of the annual subscription for it’s reminder value alone. The Heaths tackle a topic that just about all of us involved in selling, marketing or strategy have succumbed to at some point in our careers: the felt need versus the burning need. Here are four ideas to avoid being victimized by "The Felt Need."