While watching TV the other night, I saw a commercial, portraying a talking shaving razor. I’m sure everyone is familiar with the concept of talking razors. Nevertheless, what caught my attention was the message that the magic razor was communicating. It was suggesting, that the life expectancy of each individual razor is actually limited. Well, I thought, that’s not really news, is it? But then it went on and said that it had a device, pointing out to its owner, that its life, the razor’s that is, is about to end. Well, that really did it for me. It also added, that using the razor beyond its death, may cause an imperfect shaving results. Imagine that. Someone in corporate America cares about the way your face looks like. Someone is worried, that people like you, will leave home in the morning partially shaved, or worse.
I was just about to start writing a letter, thanking the company for caring so much about my appearance. But then it hit me. It wasn’t me they were worried about. It was their bank account. They were actually worried, that ordinary people, like me and you, will decide, on their own, without the company’s consent, to extend the life expectancy of razors. They were concerned, that instead of using a razor for, say, a month, men around the world would go ahead and use it for five weeks instead. Can you imagine the loss of income caused to the company if men would arbitrarily use their razors for longer than planned?
So, I wanted to let them know that I’m on to them. I know the plan, and I will not let anyone dictate how to use my razors. Good thinking though!
And in general, ladies and gentlemen, beware. It’s very difficult these days to penetrate with new products, to introduce a product to new markets. Simply because the global markets are extremely difficult. Instead, people will try to sell you more of what you buy anyway. They will make your toothbrushes go from blue to white earlier, make larger pouring holes in containers, sell smaller containers for the same prices, and limit the life expectancy of products, so you buy more.
Before I forget, are you one of those who would buy something, and then agree to buy “the second one for half the price”? Or Two for the price of one? Double the size for a buck? Do you feel that you have made the deal of a lifetime when it comes your way? Let me break it to you. You didn’t. They did. They found another sucker…
And if you’re wondering what the future of controlled consumption brings? Here are a few ideas:
The milk goes black on the day it’s supposed to turn sour…
Your glasses go foggy when it’s time to visit the optometrist…
Your fiance’s ring finger goes red when it’s time to propose…
It’s a world of marketing possibilities. It will happen, it’s just a matter of time. And then, of course, someone might convince you to take a large loan in order to buy an overpriced house, a house you can’t afford, with mortgage payments you’ll never be able to make. Wait a minute, wasn’t this done already?
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