I just went out for a lunch break. Had some really tasty pizza. Some cheesy goodness.

Now that I’m back at the office, I made myself a cup of green tea with ginseng infused.

Drinking it, I just feel so healthy. Like it just goes through me and cleanses my body…

…which is total bullshit.

To live healthier, I should cut out the pizza.

Not stuff my face with cheese, drink tea afterwards and feel good about myself.

BUT it still gives me this feeling. And it feels good to me.

Similarly, people buy and do 90+% things because of the emotion it allows them to feel—NOT because of the functionality or the *actual* benefits…

…which doesn’t mean the benefits can’t be there.

But the decision to buy gets made based on the emotion the thing promises.