I think most of us perceive value properly. We see something we want and we do the mental calculations of value versus price. If the value is present, then the cost becomes less of an issue.
However, this can depend on how an offer is extended. Sometimes two seconds into a phone call, our internal salesman’s alarm sends a klaxon shouting, ‘DIVE! DIVE! DIVE!’, as if we were on a WWII submarine seeing a plane inbound directly at us. We don’t want to be sold to, no matter the value.
But, even things of value don’t always become attractive. Health is one of those things. We all want to be healthy, especially as we age. Yet, we know the value of certain foods, exercise, stress reduction, toxin removal, etc. and decide that the value isn’t worth it.
French fries, lemon meringue pie, garlic toast, etc. push past our defenses and we succumb day after day. We know we shouldn’t eat certain foods, but we do anyway. We know we should exercise daily, however, we find excuses not to. We know these things, and we concede the value is there, nonetheless, we choose not to accept that value.
I’m sure there are other areas in our lives that this same principle applies – religion is one that comes to my mind this moment. How can we adhere to a norm of greatest value for the price and not accept it for our health? I think Morris Massey has it right in one of his first training videos – “What You Are Is Where You Were When.”
Until we are faced with a Significant Emotional Event (SEE) in our lives, we don’t take the action we need to take. A SEE moment changes our behavior or attitude overnight. Something happens to us or to someone close to us and we then ‘see the light!’.
A very close friend or family member who suffers a heart attack – and may, or many not die – is a SEE. Surviving a major automobile accident without a scratch is a SEE. We don’t change unless something causes us to change. The elderly living in assisted living (or Alzheimer’s wards) isn’t enough to change our core beliefs. It doesn’t touch our sense of being.
Is there a way to simulate a SEE? I don’t think so. Is there a way to change our core beliefs without a SEE? Yes, but it is more difficult than most people want to invest the effort. When it truly becomes important to you, you will make the effort, no matter the cost – to achieve that value.