It is important to understand why we like to do certain things and dislike others. Because, this is how we are able to make conscious decisions about our products, services and even our buying choices.

Let's talk about money💵. To me, money is nothing more than a physical form of value. Value is what drives and fuels our mind. Whenever we are making a decision, we are always subconsciously calculating the value that that decision will be providing.

Let's take an easy example. Suppose you go into a shop and they offer you a shoe for $200 and the shop next to it offers you the same shoe for $180. Of course you will go for the second option because of the lower price but an important perspective to consider is that the second option is providing better value than the first.

At first, this seems like an obvious fact, right? Let's try another one: Your company is getting rid of some of its employees and you happen to be one of them. All the effort that they give to let you know about that is a simple email. Got that scenario in your head? Now imagine your boss calling each employee individually and apologizing, listening and reassuring you, even handing out recommendations. In the second case, even though you are being fired, you are getting a much higher value than the first and so you are much less likely to be talking ill of the company. Henry Ford explains,

If it doesn't add value, it's a waste

The key thing to understand is that people care much more about the value that you are adding than anything else. Whether you are building a company or teaching students or just doing your job, providing value is crucial because that's the only way that it will ricochet back to you. What you must understand is adding value is just as important as getting it. And so, you must look at it as an equivalent exchange. This is true for all aspects of life and if you can truly internalize the reality of this perspective, I believe that you will be able to make smarter decisions.

Now to the question in the title. When you go out for shopping, you are getting a hands-on experience of the product. You can see the product, touch it and smell it which covers three of the five senses. However, when you shop online, you can only look at the product and nothing more. This automatically creates an illusion in your mind that you are receiving less value than you are adding.

On top of all that, the delivery charge. Granted it is being delivered to your door and you are not having to leave your house for getting your product, but since you are paying for an experience that you are virtually not taking any part in, it gives you the idea that you are overpaying. Which is why you see many people trying to buy a lot more than they initially came for, to nullify the effects of losing value in the delivery charge.

I'll end with a note to both online shoppers and sellers. If you are an online shopper, don't overspend, because remember, it's all in your head ;) To online sellers, (if you have made it this far, thank you here's a tip) add a hand-written note or some stickers or even a small card talking about your company's journey. Or if you can add something that goes along with your products that's even better. For example if you are selling books, give them a bookmark for free. Watch how they react and adapt!