In yesterdays post we learned that we make gut decisions based on feelings rather than rationality. And that’s why many advertisers try to evoke emotion in their ads, rather than just describing what their product is. What this leads to is finding a “market” or a “niche,” which is a group of people who have a similar set of values and beliefs. This creates a desire for these people to own that product, usually to portray and express that they are a part of that particular group. This could be the type of person who always has the newest and fanciest gadgets or somebody who wears brands to showcase that they love the outdoors. This quote makes us realize why the need to belong in a group is such a strong force.
The reason the human race has been so successful is not because we’re the strongest animals- far from it. Size and might alone do not guarentee success. We’ve succeeded as a species because of our ability to form cultures. Cultures are groups of people who come together around a common set of values and beliefs. When we share values and beliefs with others, we form trust. Trust of others allows us to rely on others to help protect our children and ensure our personal survival. The ability to leave the den to hunt or explore with confidence that the community will protect your family and your stuff until you return is one of the most important factors in the survival of an individual and the advancement of our species.” -Simon Sinek (pg.88)