Perfect timing can transform a product from interesting to essential.

Last week, Disney and Lululemon announced their first-ever collaboration — a 34-piece collection launching just in time for holiday shopping.

Our family owns plenty of both brands, guided by my wife, who showed me the new collection. (I’m wearing a cream-colored Mickey sweatshirt as I write this.)

The timing aspect fascinates me.

A year ago, when planning a family Disneyland surprise, these premium Mickey-adorned Align leggings and Define jackets might have felt essential.

Our perfect theme park wear! Part of the magical experience — with Lululemon comfort and style!

Today? They’re interesting and nice, but definitely not necessary.

This perfectly illustrates something I discuss in I Need That — how context shapes need. The same product can flip from want to need, based entirely on circumstances. Like:

• Planning a Disney trip
• Training for a bike race or marathon
• Starting a new job
• Moving to a new city
• Celebrating a milestone

Smart brands understand these triggers. This collection isn’t simply embroidering Mickey on premium athleisure.

The strategy is to capture buyers in high-need moments:

• Holiday gift shopping
• Vacation planning
• Special occasion spending
• Memory making
• Status signaling

When does YOUR product become peak-essential to buyers? Understanding these moments can transform your marketing strategy.

What timing triggers make your product “flip” from interesting to necessary?

P.S. If you’re wondering whether premium pricing affects the need/want dynamic — those Align leggings my wife swears by already command a premium. Adding Mickey just layers one premium brand onto another. But for the right buyer in the right moment, that’s pure magic.