Core Argument - The marketing industry often sells identities rather than products, creating a desire for consumers to become someone they are not [4][5] - This manufactured desire is driven by exploiting aspiration gaps, tribal signaling, and identity anchoring [6][7][8][9] - The speaker acknowledges their role in creating this system and advocates for conscious consumption [13][14] Psychological Triggers in Marketing - Aspiration gaps are used to highlight the difference between who consumers are and who they want to be, driving them to purchase products that promise to close this gap [6][7] - Tribal signaling involves using products as a way to communicate belonging to a specific group or tribe [8][9] - Identity anchoring occurs when a product becomes deeply integrated into a consumer's self-perception, leading them to defend it as part of their identity [9][10] Ethical Considerations - The speaker recognizes the potential harm of manipulating consumers' desires and feelings of self-worth [11][12] - The speaker now works with companies that aim to create authentic desires aligned with consumers' aspirations, rather than simply tricking them [16][17] - The ultimate goal is to empower consumers to make conscious choices about their purchases and the identities they are buying into [18] Examples of Manufactured Desire - The speaker convinced 50,000 people to buy an $89 water bottle that performed the same function as a $10 one, highlighting the power of selling a story or identity [3] - The skincare industry often focuses on making women feel inadequate about their skin to sell them products that promise to fix perceived flaws [11] - Purchases are often driven by the desire to embody a certain identity, such as wearing $200 jeans to feel like someone who wears $200 jeans [5]

[Music] [Applause] Thank you. P U S H. A relatively small word when you think about it, but it brings up a a greater belief than you imagine.We all face adversity and change. It's part of our it's part of our character. It builds us and makes us grow into who we are today.But we're often we often overlook what creates that change. That's the decisions that we make every single day. When I understood the meaning and the importance of these decisions, I kept on thinking what really make me what really made me ...