Why We Buy. The Science of Shopping

By Paco Underhill.

Why we buy things is deep and complicated. Sometimes it's because you saw an advertisement that pushed a button. Sometimes it's because there happened to be a basket near by so you didn't have to go out of our way to get that extra little thing.

Underhill spends lots of time on the latter-- the physics of shopping so to speak. We buy things because we physically are aware of the things we could buy. We buy things because we could spend the right amount of time evaluating those things and that they are suitable for us. And we buy things because we were physically capable of doing so.

.. We buy things because we physically are aware of the things we could buy… Advertising, marketing and display. Do you have good marketing? Are your customers exposed to your marketing materials at a time when they are open to it? A nice poster posted on the way into a bathroom is not useful since everyone has more important things to take care of.  But a nice poster visible on the way out….

…We buy things because we could spend the right amount of time evaluating those things and that they are suitable for us. You need time to evaluate what you want to buy. The amount of time differs by product. People want to spend a few minutes reading about vitamins and minerals before they buy. Put these products in an area with lots of hustle and bustle and their sales drop. Put them in an accessible quiet area and their sales climb. The type of environment every product needs to be sold is different.

…we buy things because we were physically capable of doing so. If lines are long, then people will walk a way. If a drug store makes shopping baskets available in the middle of the store, then their sales will grow because it's now easier for people to buy a little more. Making the purchasing experience as friction free as possible will only help sales.

What To Say When You Talk To Your Self #

A more useful summary would be….

When you talk to your self, tell your self the attitude that you want to have…

Zero To One

By Peter Theil.

 

The book is ostensibly about what it takes to create a billion dollar startup. The book covers much material in the process. There are some very deep concepts here and I must re-read this book at some point to ensure I understand them better

 

For example, Theil covers the concept of definite v.s. indefinite thinking and the way it shapes our choices...

 

For example definite optimism… The future will be better because it will have the following specific qualities…

Indefinite optimism… the future will get better but I don't know how.

 

Successful startups are built on definite optimism and unless you can think that way, you probably won't be able to build a successful startup. Indefinite optimism encourages you to invest your money in an index fund and let other people improve it.

 

Product pricing… It's hard to sell a product that's priced from ~$100.00 to $10,000.00 Products priced less than $100.00 are easier to sell with traditional advertising and marketing. Products priced more than $10,000.00 can be sold with a dedicated sales force. Products in-between the two don't sell enough to pay for a traditional sales team, but cost too much for them to easily succeed in stores.

 

This book covers many topics with similar depth

 

 

 

What To Say When You Talk To Your Self

By Shad Helmstetter.

 

We believe what we tell ourselves, even if it's just a little. If you repeatedly tell you self something simple and positive, then you will grow to believe it.

 

There is a focus on the simple and positive here. For those trying to quiet smoking, instead of saying "Don't Smoke!" Say "I take care of my lungs and my health."

 

Procrastination… "I do what is necessary with energy."

 

Problems getting out of bed… "I great each day with energy."

 

Instead of telling yourself negative things over and over again. Tell yourself the positive, with a focus on simple things that you can actually do.