Writer and creative consultant
Writer and creative consultant
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Why you buy what you buy

All behaviours map to evolution.

Image, status and pleasure are the primary drivers of human existence. They’re key for impressing others, attracting mates and rearing children. They’re key for survival.

You advance through life by sustaining and displaying your most desirable traits - intelligence, openness, conscientiousness, extroversion, agreeableness and emotional stability.

Free will is the illusion that your life is your own when it’s evolution’s battle royale to produce the best offspring. You buy goods or services to fulfil your evolutionary destiny.

Imagine three overlapping circles. The first is how purchasing something displays your desirable traits. The second is how your status raises when others see what you’ve purchased. And the third is the pleasure the purchase brings.

The sweet spot is where the three circles conjoin.

Focus everything around this spot.


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