What People "Should" Do

This morning I attended a workshop. I was asked to be a part of a group to test out a pricing tool that could be used to figure out the price increase for building to NetZero Energy (a new building certification). Without getting into the nitty-gritty details, it was obvious that a lot of work and resources (and money) were put into creating this tool.

This group of people is attempting to create something for builders to help them get their homes to NetZero.

For myself, I do not see this tool being of much use for my business. Even for large builders, I'm not convinced it's going to be useful.

What's happening is a bunch of researchers are getting together and putting data together, creating spreadsheets and graphs and getting all exciting about what excites them.

But most people who buy houses are not like them...

Most people do not buy homes for logical reasons. They buy homes for emotional reasons.

In fact, most things we purchase are for emotional reasons. We may trick ourselves into thinking it's logical, but that's a lie.

If all I needed was a roof over my head, I would be living somewhere very different.

If all I needed was transportation to get from point A to point B, my vehicle would be different.

If all I needed was a good, healthy meal, I would never eat at a restaurant.

If you are in business, stop thinking about what people "should" do and starting thing about what they "actually" do.