Seth Gogin
When two things offer simply the same
appropriate level of function, we'll choose the cheap one.
But if one offers more
connection than the other, it is worth more. This hotel over that one.
Where is the tribe, do people like me do things like this, who's there, will
they miss me, do I trust them, have I been here before...
If two items offer
connection, but one offers the approval and sexiness that style brings, some of
us will pay extra for that. After all, style promises ever more
connection.
And at the top of the
hierarchy is our quest for scarcity, desire and the hotness of now.
In a market like
smartphones, it's pretty clear that it's really difficult to offer more
function than the other guy. And the quality of connection, the very attribute
that fuels the smartphone, was surrendered to the app makers a long time ago.
Which leaves the sexiness of a drop-dead case and the urgency of the latest
model.
What do you and your
team offer? Where are you in the hierarchy?
Most freelancers have
been so beaten down in the quest to make a go of it, they stop at function and
take what they can get. Some businesses (small and large) find the patience and
guts to offer connection or even style. And every once in awhile, an idea and
an organization come along that promise to share the elusive hot that sits atop
the pyramid.
So, buy a Harley, not
because it can move you from here to there cheaper, but because it comes with a
tribe. And buy that Nars lipstick because of the way it makes you feel.
And get on line for that new gadget, because, hey, there's a line.
And then, someone finds
the audacity to redefine 'function' and the whole thing begins again.
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