🗞️ From Dispatch #002 of Mercury’s Playbook:
Indeed—of all the marketplaces and industries in the world, luxury is perhaps the most intriguing when it comes to consumer psychology, simply because it proves that utility and functionality are not the end-all-be-all of product appeal. It provides a rich study into one of humanity’s most fundamental desires—the need to feel special, superior, and set apart. When it comes to crafting desirable products, no one does it better than the luxury industry because luxury is product charged with meaning to the utmost degree.