(preceded by The Anatomy of Attraction)
It
would be nice wouldn’t it; if you loved someone and it would be enough? It
would be fair yes, but not real. In this world though, love or attraction
demands reciprocity and a simple balance of probability will suggest that it
would be unfair to assume that two people find each other equally attractive. There
ought to always exist a deficit of desirability which must be compensated by
some means. In other words, you ought to woo the girl/guy.
I
don’t need to establish how overtly retarded the textbook approach to wooing
really is. For that you can just go watch any “romantic” movie from the 90s and
try and figure out how exactly would you get 50 strangers on some random street
to sing and dance along to “Khud ko kya
samajhti hai…” or something else, after you have figured out who bails you
out of criminal custody when you’ve touched/teased/pinched/groped her in full
public view.
Interestingly,
however, an expression of neediness is the enemy of desirability i.e. the exhibition
of need to a person of interest instantly
makes you less valuable to him/her.
Consider-
Ever
encountered a door to door salesman? Seen the spring in their step, the
excitement in their demeanor, the confidence in their stride, the desperation
in their voice? You never come across more enthused people ever in your life
and yet what is your first response to them- acceptance/warmth/compassion? No,
instead it is apprehension, neglect and denial followed by a fleeting feeling
of enormous self-worth. You might have even run away leaving the poor man alone
with his sadness, despair and an energy efficient water purifier!
The
sales guys don’t realize that however promising they may sound, a person will
not purchase his purifier just because he wants to sell it and is honestly
passionate about it. You will rather drive all the way to Big Bazaar or VMart and
get yourself another similar to it at even twice that rate, but will not buy one
from this guy just to make him feel better. That’s Marketing 101- never try and deal from a position of weakness. If
you need to sell the pen, you have to create the need!
And
it is the same with love.
Love
cannot happen just because one needs to. It is because people don’t see a
sincere proposal but a helpless person writhing in neediness who instantly
gives them the position of strength in the bargain- a sense of pseudo
desirability. This is what makes them feel they can do so much better.
But
does that mean there’s no correct way to make this deal? Hell no, that’s where
the art of flirting comes in.
Flirting
is nothing but raw romance. Flirting is the art of making the deal without
assuming the position of weakness or seeming needy. Consider it as a lot more
civilized version of some pre-historic fight unto death to be the alpha-male of
the herd. Extrapolating on the above analogy, that’s the difference between the
sales guy and a Marketing Executive.
They
are both trying to get into your pants (well, pockets to be precise) but while
the sales guy only manages to make you feel sorry for him for a while, a
watchful and sophisticated Mark Exec is way more subtle. Starting with a
customer survey via dedicated clients, he will first figure out the kind of
product that will suit the demand or arouse need in the customer. He then
builds a precisely customized brand value that satisfies this need. He will
floor you with his attractive billboards, flashy ads, eye catching slogans,
raunchy catch phrases, indispensable warranties, dependable guarantees (and at
times even glorified product reviews from past customers)! He will make you
realize how you’ve lead an incomplete, pointless and pathetic life so far and
why only his unique product in the entire market can provide the missing
vitality.
Some
users are apprehensive of not so memorable past experiences with similar
products and need a lot more convincing. But the Executive knows from his
experience in the economy that in an ever changing market place bustling with
new and better products, such grievances are bound to be short-lived just like
their customer’s attention spans. They are particularly wary of potential
competitors and have dedicated PR and crisis management teams to tackle
critical situations. All they need to do is stick around for a while. May be
slip in a discount offer or a cash back voucher once in a while just to stay in
the focus and earn their trust until they make you realize that their product
is tailor made for you.
The
only variable here is time. Not all Executives have the kind of patience and
resources to fuel the R&D required to compete and stay long enough in the
industry. Given enough of those, there is absolute allowance for every wannabe
investor to aim as high as he can. Then of course there are those who wish to
diversify and have no qualms with compromising product quality. A change of
clients does little harm to either party when both of them have made peace with
the fact that there is little room for long term attachments in an unforgiving
market place and despite the cut throat competition, opportunities are
virtually endless.
Most
of the time, it is just about striking the most suitable deal with the best
possible client for an appropriate time frame. There may be myopic venture
capitalists on a rebound who are just looking to break even before they move on
for greener pastures or dedicated angel investors who wish to build a
partnership that endures the ravages of the economy. Consequently, it may be a
short term collaboration, a mid-term joint venture or even a long term
partnership. It doesn’t matter whether you are doing it the honest way (So yes, all IS fair…) What
matters is simply whether or not you need to stay in the market.
In
hindsight, it might have seemed inhuman to examine something as transient and abstruse
as emotions from the unforgiving lens of rationality. But come to think of it,
this inevitable battle between mind and heart- which, ironically, seldom want
the same thing- is as old as time itself. There
is no unconditional love, only unconditional needs. Most of the time, they
are borne out of the primitive human instinct that sincerely seeks the warmth
of companionship. But at times, they are motivated by a twisted rendition of
something as unremarkable as carnal desires. Regardless of the inception, at
times, it blossoms into a memorable journey and we call it love. Most of the
time it succumbs to one of the many fallacies of human nature and we call it
fate. Somewhere between these two extremes, life happens.