Services are evolving into a form that fulfills someone else's dream on their behalf.
Byeon Chan-woo
A form that fulfills someone else's dream on their behalf
A form that can live someone else's life for them
Why do people watch sports?
A national team's victory, a victory through Park Ji-sung, baseball...
And why do people go crazy over celebrities?
Branding.
People prefer brands, buy them, admire them.
Through that, they feel satisfaction and pride.
Mentoring...
Do all ordinary people really chase, study, and admire something
because they themselves want to stand in that place or play that role?
What is the psychology underneath all of this?
As I mentioned above,
could it be because these services fulfill someone else's dream on their behalf?
Honestly, this insight unsettled me a bit when it hit me.
The psychology of having someone else live out or achieve your dream or your life for you...
And then buying products or services for the sake of it...
The reason I got pulled into such an unsettling? insight is this.
I started to wonder whether this might only be the personal hope or stance of a somewhat proactive person, a person who passes things on or delivers them.
That's the thought that came up.
The reason everyone admires and gets excited about experts, celebrities, or athletes
is not because they themselves want to become such experts, celebrities, or national team players.
Of course, if it's tied to your own field, that may be different. Actually, in that case you do want it.
But when a service is being designed or run as a business by that kind of supplier,
and a regular customer approaches the service that supplier has built,
there may clearly be a problem in taking that same stance, direction, or way of approaching things.
That's what I want to say.
Most customers don't dream of the highest goal while using a product or service.
The job that each individual customer has, and the hobbies they pursue, are separate things.
It's rare for a schoolteacher to study snowboarding hard because they want to become a snowboard athlete or instructor,
and it's extremely unlikely that someone using a photo app has the need to become a professional photographer.
Likewise, the reason or need people have for playing early-morning amateur soccer
is separate from whether the national team makes it to the World Cup.
The lasting success cases, or the evolution paths, of products and services
all seem to head toward a form that fulfills someone else's dream on their behalf.
