Golden Goose sells intentionally scuffed sneakers for $700 to $1,000. Walmart has nearly identical clean ones for $15. The difference isn't the shoe, it's the story people buy.
Anybody want to say how much you would pay for a pair of dirty old shoes? Just shout out. Anybody with— sorry, where do you work that you've got $700? I'll take a job there. $50? That's pretty good for dirty shoes. Okay, okay. Whoever said $700, you, you're spoiling our fun. This is actually on sale for $700. I know, I know, legit, right? This is a designer shoe called Golden Goose. They specialize in old dilapidated shoes that can cost upwards of $1,000, and shoe enthusiasts Apparently, that's a thing. Shoe enthusiasts are losing their mind to get these. Now, if you ask me $1,000 for dirty sneakers, I wouldn't say losing your mind. I'd say you've already lost your mind. And then on top of that, you can buy almost an identical pair of clean shoes at Walmart for $15. So what's the difference here? Is that $685 worth of dirt on the left-hand side sprinkled with like gold dust on it? It's the story. It's the emotional side of how people make decisions. Turns out that people, whether they're shoppers, whether they're your clients, whether they're your partners, are much more emotional than rational when it comes to how they think about things.
The Franklin Effect: Turn Your Biggest Critic Into Your Strongest Supporter (Psychology Explained)
