"People want ease. People will trade quality for ease every time. It may be crap, but it's convenient!"
The reason for this is simple:
*
The brain is an energy gatekeeper
We all live with an internal 2-party system:
1. Our
mind (conscious choices)
2. Our
brain (energy manager)
Our mind works off
iteration (step execution, ie. actually doing things), whereas our brain works off
ideas. Those ideas are subject to being controlled by our "energy perspective" (i.e. how much energy we have available at the time to cope with imagining doing them). That's why we'll put off doing the laundry all week (idea), when in reality it's a simple 10-minute job: (steps)
1. Dump dirty clothes in washer & run (2 minutes)
2. Swap washer to dryer an hour later (1 minute)
3. Fold one batch of laundry (~7 minutes max for a large load)
This is called the HCEG (Hot-Cold Empathy Gap). Basically:
1. In our cold logical state, we make confident plans
2. Later, in our hot emotional state, those plans fall apart, because we failed to take into account the variable energy states that drive mood
This applies to literally everything:
* Signing up for a gym membership & then not wanting to go
* Trying to quit addictions like smoking, but then caving when the urge hits
* Buying salads at the grocery store, but then getting drive-thru fast food on the way home
As an energy filter, the brain does the following behavior by default:
* Takes the path of
least resistance
This, however, is misunderstood! There are 2 key factors in understanding that reality:
1. The brain is an energy scrooge...
but not across the board! It will allocate unlimited energy for things you WANT to do (such as play video game for 6 hours straight until midnight), but then zap your energy to do the dishes lol.
2. The path of least resistance is NOT the most
simple path, unlike Occam's Razor! It is the path that requires the LEAST amount of energy expenditure, which means taking the path we
already know because it requires ZERO energy to figure out! This is why habits & addictions rule our lives & why it's so hard to
actually change! It's not about desire, but rather, ENERGY!
This is what makes what I call the "lull of complacency" so dangerous: when things are "good enough", we tend to buy in & quit! Sample situations:
1. Getting to a point where we are comfortable in life.
85% of people hate their job
2. Tesla Full-Self-Driving has been responsible for
hundreds of crashes. The system is VERY good for what it is , but requires
constant driver vigilance because it's
just good enough to lull people into that complacency trap. Without exception,
every single Tesla driver I know plays on their phone in FSD mode.
3. I personally consider food to be the
#1 preventatable killer in America. We are 40%obese, 50% diabetic, and 73% overweight. 73% of the American supply chain is ultra-processed food!
4. ChatGPT hallucinates...but, like fast food, it is "good enough" for most people!
There will ALWAYS be a HUGE market for convenience because human beings operate off
emotion-based motivation (tactical living, based on mood) instead of
commitment-based motivation (strategic living, based on systems). This means that there are ENORMOUS opportunities for those who are willing to design & sell convenience! For example, supermarket checkout aisle impulse purchases like gum, mints, and candy bars is a $6 BILLION dollar market:
Nearly
nine out of ten American households visited a McDonald's in the past year. They do $26 BILLION in sales worldwide annually:
McDonald's annual/quarterly revenue history and growth rate from 2011 to 2025. Revenue can be defined as the amount of money a company receives from its customers in exchange for the sales of goods or services. Revenue is the top line item on an income statement from which all costs and...
www.macrotrends.net
Just look at their effort-reduction tactics:
1. Can get food from walking in, the rive-thru, parking lot delivery via the app, and courier delivery
2. Same reliable flavor every time, which appeals to our automaticity (you never know how homemade dinner will turn out!)
3. Affordable to the majority of Americans, despite recent inflation
3. No effort to cook required
4. No effort to clean required (no dishes!)
5. Decision fatigue reduction (3 entree options: beef, chicken, fish. 3 dessert options: ice cream, pies, cookies).
ChatGPT is used by more than 750 million people, which is nearly
10% of the world’s population! At the current growth rate, it will surpass Google for the number of daily searches by next year:
New NBER working paper just dropped
forklightning.substack.com
I have NEVER seen a technology adopted so fast by the average non-technical consumer, not even smartphones! Here's some Internet nostaglia for you:
And today, 17 years later: