Inject a little passion into your products

BEHAVIOURAL science now tells us that “free will” does not really exist, and instead we have “free won’t.”

This means we give in to the emotions that drive us and drop the rational restraint anchor.

While we can’t choose our emotions, we can choose our response.

Our minds constantly look for ways to support our beliefs

So the stronger the emotion, the stronger the belief – and therefore the tendency is greater to find supporting evidence.

And it is ingrained in our everyday lives.

Satisfy the critical mind

Knowing the above, if you want people to buy what you’re selling, you have to give them a logical reason – and therefore permission – to purchase your product or service.

Think of Dyson and its beautifully designed vacuum cleaners and bladeless fans.

The product designer (an inventor and industrial designer) put passion into his products, not the advertising.

His approach to product design is based on an even split between engineering and design.

The allure of the Dyson brand comes from its products – it has turned household appliances into a design statement.

Desire has been infused into the product design and not into its advertising