The 3 Ultimate Reasons Why You Buy a Product
You don’t buy a product (good and/or service) because you (just) need it.
- You hire a product to solve a problem (utilitarian or physiological needs).
- You buy a shot of emotions to excite our life (hedonic needs).
- You buy social credit by the form of a valuable story to tell to others (psycho-social needs).
In fact, you desperately NEED to feel emotions and be recognized as a valued member by other primates of your species - Homo sapiens - and if what you are buying can solve your problem and relieve your utilitarian/physiological need, it is a bonus.
That's why the paradigm of startup evaluation performed by seed-investing VCs focusing only on Pain-killer startups is incomplete.
Apple products :
- solve technical problems of customers✅
- excite them, make them proud✅
- offer them a story to tell (or to show off) to others Humans✅
By reading the books of Pr. Christophe Haag (management professor at emlyon business school - France) that I understood of the importance of the Emotional Quotient (EQ) in business success and in fact in any social activity. And I forged my own theory in which I mixed the theory of the tri-unique brain with the IQ/EQ. Highly successful entrepreneurs (Jobs, Gates, Musk...) have a slight predominance of their cognitive brain (measured by IQ) over their mammalian brain (measured by EQ) which allows them to serve in a grand way the population (whose behavior is dominated by their mammalian brain).
My Synthetic Theory (pending Nobel Prize) is summarized in this Infographic® (made by the great designer Philip Stark):
Distribution of the Human population according to the type of Brain dominating the behaviors (Triune Brain Theory). From left to right: Reptilian Brain dominance, Mammalian Brain dominance, Cognitive Brain dominance. Reptilian brain devoted to survival and reproduction. Mammalian brain devoted to emotions and social relationships. Cognitive brain devoted to Logico-Rational Analysis.
What matters more for entrepreneurship success? A meta‐analysis comparing general mental ability and emotional intelligence in entrepreneurial settings