How marketing works (or doesn't)
The hidden psychology behind what you buy
Life is full of surprises, and not always the ones we expect.
That shiny new car? It might have a few hiccups down the road.
That dream mansion? It could come with challenges you didn’t see at first.
That gold watch? It’s special—but like all things, it requires care.
Here’s something to consider: the more luxurious the product, the more you’re paying for the idea it represents.
Think about it: when you see a commercial of a couple on a beach, the man slipping a sparkling diamond ring onto her finger, you’re not just paying for the diamond. You’re paying for the entire story—crafted to make that moment feel priceless.
Diamonds: A Story of Value
For decades, diamonds have been celebrated as rare, beautiful, and a symbol of love and success.
But here’s the surprising truth: diamonds aren’t as rare as we’re led to believe.
The scarcity? It’s carefully managed by companies like De Beers, who control supply to maintain high prices.
Even the famous tagline “Diamonds are forever” wasn’t an ancient truth—it was a clever marketing campaign designed to connect diamonds with timeless love. And it worked. Generations embraced the idea, investing two to three months’ salary in something that felt essential to the biggest moments in their lives.
Diamonds aren’t just valuable because of what they are; they’re valuable because of the story we believe about them.
The Three Ways We Respond to Marketing
Back in 1999, Douglas Rushkoff outlined how we engage with marketing in his book Coercion: Why We Listen to What "They" Say. Despite all the advancements in advertising since then, his insights still hold true:
Traditionalists
Traditionalists value what feels established. Words like “trusted since 1908” or “timeless tradition” resonate deeply. For them, a diamond isn’t just a purchase; it’s an heirloom—a way to connect with something enduring and meaningful.Sophisticated (Cool Kids)
Sophisticates take pride in seeing through traditional advertising. They appreciate campaigns that acknowledge the game and invite them to be part of it. A diamond marketed as “exclusive” or “flawless” feels like an inside joke they’re in on—a clever nod to their discernment.New Simpletons
New Simpletons crave clarity. They want straightforward answers, not fluff. “Every engagement requires a diamond ring” is direct, effective, and leaves no room for doubt. It’s about simplicity and ease.
What This Means for You
Every campaign is designed with these profiles in mind.
The “timeless” diamond? That’s for Traditionalists.
The clever, self-aware luxury ad? That’s for Sophisticates.
The simple, no-nonsense pitch? That’s for New Simpletons.
Recognizing how these approaches work isn’t about avoiding them entirely—it’s about understanding them. Whether you’re a consumer or a marketer, knowing the why behind a purchase or a campaign is powerful.
A Different Way Forward
Rather than rejecting these stories outright, ask yourself:
Does this align with what matters to me?
Am I buying this because it solves a problem, or because I like the story?
How can I bring the same sense of value and purpose to my own choices—whether buying or selling?
Why It Matters
At its best, marketing isn’t manipulation—it’s connection. It’s about creating meaning and aligning products with people’s real values.
As a marketer, you have the power to tell stories that matter. As a consumer, you have the power to choose the stories you buy into.
When both sides act with intention, we create a world where the things we own—and the things we sell—truly reflect who we are.