How much do you want something?


And how much are you willing to sacrifice to get that something?

More often that not, what we want is dictated by circumstances and the environment.

A kid would throw big time tantrums for getting that candy and most likely he has not even tasted the candy but has seen it on TV, has seen it with a friend and a strong desire is formed to get it and so the tantrums follow.

As he gets a little older, wants to be an engineer, wants to be a doctor, wants to do MBA… In this case too the desire is driven by parents, peer pressure and that whole ultimate goal…. good career and money (or good career = money)

Moving further, its time for materialistic things… of course somewhere along the line, there is also the hunt for the right partner and the rest of the stuff… snazzed car, phone, the best of what the products and brands have to offer.

All these decisions are driven by the surround… by what everyone has.. by what is the politically correct behaviour in the society… by what he is told is the thing to do…

The process of evaluating choices is simple and risk averse or even if the risks are there.. mitigation plans are in place before taking the risk. And more importantly, in case of failure… enough excuses are in place for the failure.

But do all these things really make a difference? Would the absence or something similar and not exactly the same would really leave us feeling incomplete? The derived satisfaction.. is it because we have managed to build a nest with all the ‘required’ things leading to enhanced self worth? Did we make sacrifices or let go of something which was dear to us to get what we really wanted? Were we “Driven” enough?

Mahatma Gandhi was driven… He let go of many things.. including his relationships for the larger task he had assigned for himself.

Even if misguided in a big way… Adolf Hitler was driven… single minded..

Nelson Mandela, Martin Luther King… they all were single minded and not so much for themselves but they wanted transformation…

Some gave their lives… some took lives but they all wanted to impact the environment much larger than their own proximity…

Somewhere deep down…buried under all the needs, wants and desires, we all have a powerful need.. a need to make a difference… We need a trigger or a flash point to bring it to surface and since we are risk averse at an individual level, we need a rallying point… contributing to or being part of a community…

Can the brands tap into this need? And I do not mean at a shallow level or lip service.

In the new economy, where the materialism led to collapse of economies… can the business rebuild with a different persepective…

Not buying fur, or peddling eco-friendly technologies or hybrid cars or CFC free etc are just very tiny steps. But the world needs something big… and it will not come from one brand or one business… it needs to be a collective consciousness…

I am not for a moment saying that we should not lead a materialistic life… its a process of evolution. But in this day and age when boundaries collapse and the world is just one click away for us.. do we need to really travel up Maslow’s heirarchy gradually? Why cant it all become just top of the pyramid…. Where everything that we buy or do, it leads to satisfaction or acquiring wordly goods but also self actualization.

Can we all as one be driven enough to tranform this world?

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