
The Infinite Retina
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People buy emotionally, not rationally. That is what we learned while working at consumer electronics stores in the 1980s. What do we mean by that? Let’s say you are a grandfather who is tasked to buy some headphones for his granddaughter for, say, a Christmas gift. He goes into a store, say a Best Buy, and is overwhelmed with choices. He can’t hear well, so he can’t tell the difference between, for example, a Sennheiser or a Sony. The salesperson isn’t much better at figuring out what will put a smile on the granddaughter’s face when she opens her gift, either.
He remembers that he saw Beats on American Idol and that Apple had bought them, so he walks out of the store with some of those. Why? Because he knows that on Christmas morning, if she doesn’t like the Beats, he can defend the purchase by saying, “Hey, if they are good enough for American Idol, they are good enough for me,” and that, as Apple...
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