How Do You Know What You Need?

Identifying real needs, do deep research, and select the right product

Is a tent the only option to sleep safely under the stars when out on multi-day backpacking hikes? Photo by Pars Sahin on Unsplash

Good research is the key to everything: from choosing education to work to which products and services we frequently use. Research is a very rational endeavor but we are but irrational, and very often lazy, human beings (unless we get paid). We prefer the easy, convenient, and fast way to get what we want so we can move on to what we perceive as being more fun stuff than doing research (boring!).

I believe that quick decisions, with little or no research, often lead to less than optimal outcomes. When we let our emotions take over, listening to friends (social advertising) or marketing (paid advertising), we tend to value the perceived status of the product more than the real everyday utility. Now, I’m not saying that marketing in its original meaning – aka bring to market – is not useful, it definitely is, but it’s how we choose to act and react in our own best interests where we falter.