More wisdom from Seth Godin:
Search is what we call the action of knowing what you want and questing until you ultimately find it…
Discovery, on the other hand, is what happens when the universe (or an organization, or a friend) helps you encounter something you didn’t even know you were looking for.
via Seth’s Blog.
Godin has a way of expressing interesting ideas in a few short sentences.
This idea translates easily to dentistry. Patients do not know what they need or even what they want from us until we help them discover it.