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Putting It All TogetherThe Buying Formula

Things do not change; we change.

—HENRY DAVID THOREAU

THE BIG IDEA

People buy when the product of their Current Dissatisfaction times their Future Promise exceeds the sum of their Costs plus their Fears.

There was a time when I would have told you that I absolutely loved my Boxster convertible. It was fun, sporty, and great on curves, and it provided me with a marvelous feeling when I drove around with the top down on a sunny day.

But it was also annoying in ways that increased over time. It was a soft-top, and the noise made it difficult to have a phone conversation. Replacing the tires required a second mortgage. I had to take the woods out of my golf bag to fit the bag in the trunk. When the car ...

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