One of the most well-known philosophers of our time, his name is Alain de Botton, said something like this:
“At the heart of successful entrepreneurship is an accurate insight into the causes of human unhappiness. To be an entrepreneur means essentially to become an expert in the things that make life difficult for people.”
That is very profound.
You have to understand that most of the time, human emotions are what drive people to make a purchase. I mean sure, facts have a place as well, but our emotions are much more powerful.
Just think about it. We all know that one person who buys the newest iPhone every single year it comes out.
You really think that person needs a new iPhone that’s 17% slimmer, with a battery that lasts 12% longer, and a processor that’s 11% faster? Like last year’s phone isn’t good enough for his daily life?
It’s all about how the new phone makes him feel though. It’s all about that feeling of novelty, that exciting variety and significance, and even the increase in status that he receives for being part of the club.
Oftentimes we do things for emotional reasons and we later justify them with rationalisations.