Do you want better?

Thanks for sticking with the debt thing for the last few weeks. It is worth talking about because it links so closely into our faith that there’s a brighter future around the corner. That faith is insidious and it is only by using specific examples that we can understand how it is woven throughout our lives. Eventually we can identify it turning up and make an informed decision about whether to believe it or not. At least you’d know what flag you’re rallying under. That’s important because your expectations and resiliency come from your sense of your own ability to respond to the world.

Here’s an example. There’s an advertisement that’s come out recently. It is impeccably conceived and beautifully executed. This is how it goes.

“Everybody wants better. Everybody. It’s a given. Bigger. Brighter. Faster. Safer. Smarter. Better in a whole lot of ways.” <credit>

Ah, rousing isn’t it!? The advertising creative types have framed it cleverly. “Everybody wants better.” You can’t really argue with that. That’s why people emigrate to far away ands and learn another language. What reasonable person wouldn’t *want* *better*. Wants are like distractions – endless – and ‘better’ is obviously an improvement on whatever it is you’re currently making-do with.

Sometimes making things better is just darn practical.

A bridge across a river is better than a ferry – but wait – compared to what? If you’re trying to deliver on a deadline, yes it is better, but if you’re an artist wanting a lingering inspirational journey, you’re probably going to want the ferry.

Hand written copy of a document anybody? Wow, it can be beautiful, but gee it takes a long time and at the end you only have the one copy. If you want an artwork it is a great idea but if you want to reach the masses or at least 5 friends, probably a printing press is better.

Offical German postage stamp issued to commemorate Gutenberg press

Most of the decisions we’re making today in our lives are more nuanced than those practical examples. The first world makes so much fast and easy that we have very few practical needs unmet. For the economy to continue to grow, wants must be made stronger and stronger.

‘Better’ is an open word, waiting for you the reader (or listener) to put in the comparison. In an ad it basically can’t fail. ‘Want better’ is a double-subjective that creates a vacuum so powerful it can immediately suck any of your attention and then available disposable income into the vortex of that need that it just created.

Look again at the phrase, it is code too for “What you have is not enough and there’s a lot more that you’re missing out on.” It is kinda wasted on the product that paid for the ad. That agency should have bundled a whole bunch of mid-sized aspirational wanna-be products and sold them shares in this campaign. But I digress.

So yes, everybody does want better, it *is* a given. This is a chance to make a choice about what you’re going to compare things to. Do you want better from our governments for the generations not yet born? Do you want better for the billions of people who live without running water or hope of a secure food supply? For whom do you want better and against that what decision will you make next time you see an ad for a new smartphone?

We move through scenarios all the time and our bias is for optimistic outcomes, but there is not necessarily a brighter future around the corner for all of us. How you make decisions is becoming a lot more important than the decisions you make because the future really is an unknown country.

Image source.

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