Durability versus Aesthetics


My wife and I like to travel in our vintage Airstream trailer. We’ve learned through trial and error that a comfortable and competent vehicle is fundamental to a good day on the road. When we decided our old tow vehicle needed to be replaced, I started with what I thought was most important; a strong, reliable transmission. I spent a long time talking to mechanics, doing online research and then test driving the types of vehicles that made the short-list.

At the dealerships we visited the salespeople, all men, were only too happy to show us the top-of-the-line vehicles that they wanted to show us, but refused to show us the advertised vehicles that we actually came to see. This illegal bait + switch tactic really put me off but . . . it got my wife more involved in the vehicle hunt and test process. In no time she found a beautiful vehicle at a great price. We looked at it the next morning and then we bought it.

Why? Because Michelle liked the blue exterior and the bright cream coloured leather interior.

In hindsight, all of the “more capable” vehicles that I had looked at had dark exterior and interior colour schemes. “They’re all very masculine while this one is feminine” is how my wife summed it up. When I suggested that this vehicle’s transmission may not be as durable as some other options that I looked at, she suggested we get an extended warranty to address my concern. 

Notice the difference: 

::  I looked for the best mechanical solution, blind to the vehicle's aesthetics in an effort to reduce the odds of a mechanical breakdown while we’re travelling.

::  She looked at the aesthetics first and then protects herself with road-side assistance insurance as well as an extended warranty.

This is a nice practical lesson about “active listening”, understanding and serving your audience’s needs in a manner that reflects their decision making process and aesthetic preferances – not yours.     




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