One of the tried-and-tested ways of catching your attention is to announce that something is “cheap”. The trouble with this word is that it changes its meaning. Our experience tells us you get what you pay for. So, if you only pay a low price that usually means you get low quality. Although luck may be on your side and you find an inexpensive bargain, more often than not the result is bad value for money. Borrowing an example from across the pond, there once was an entrepreneur called Gerald Ratner who sold cheap jewelry. In 1991, he made a speech in which he spoke the literal truth, intending no more than a humorous take on what should have been obvious to anyone. Talking about some sherry glasses and a decanter for sale in his stores, he asked the question, “How can you sell this for such a low price?” and answered it, “Because it’s total crap.” He also described some earrings as, “…cheaper than a prawn sandwich”. The following day, £500 million was wiped off the stock market valuation and his company was forced into bankruptcy. It does not do to speak the truth about the real value of your products. You must always allow your customers to deceive themselves into buying what you offer.
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It’s one of those sad facts of life that ageing is inevitable. Being philosophical about it – it’s going to happen so you might as well celebrate it. The question is how society should celebrate ageing. People who rely on driving to get them around while working, continue to need their vehicles when they retire. Let’s face it. In most US towns and cities, few people walk. Everyone drives. Fifty years ago, not many seniors drove around because life expectancy was a lot lower than it is today. Now more people own cars and, with more leisure time and better health, go out and about on the roads. This creates an interesting dilemma for states. Let’s take Massachusetts as an example. Back in 1977, the legislature decided to grant seniors a reward for living so long. Regardless of their driving records, everyone over the age of 65 was given a 25% discount on their insurance premiums. This encouraged the car culture. Seniors were thought safer drivers, so it was alright to let them drive rather than walk around. The price tab was picked up by all the other drivers. The cost of the discount was spread across the premiums for all the other insured groups.
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We love life. Life loves us back but life is not only cherries from the cake. It is “black and white” like Michael Jackson sang. Life is full of unpredictable events, moments of sorrow and joy, pleasure and pain. Sometimes we cry, sometimes we laugh but God doesn’t want us to suffer. We are meant to become stronger. No matter how philosophical you may get the truth remains the same – we need to protect ourselves as far as we are concerned when we can do it. That is why we come across millions of advertising notes about insurances and wonder if we ever need it. And the answer is – yes. Not because we are planning to get sick or die but because it is better to know you are protected even when you are totally fine.
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