Captain’s log, stardate 20220702

Mind The Gap

When you want something and can’t get it when you want it, it’s frustrating.

This feeling goes by many different names depending on the context:

We could debate which of these are healthy and which are not, but that’s not the point of this message.

The point of this message is to call your attention to the fundamental principle that is behind all of these terms, and that principle is this:

The person experiencing the frustration wants (not needs!) something they don’t have.

In other words, there is a gap between where they are (i.e., their current state) and where they’d like to be (i.e., their desired future state).

This gap creates a feeling that the feeler wants to stop feeling.

This gap is the reason you buy things.

But more importantly...

This gap is the reason people buy things from you.



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