Vacuum cleaners never made sense to me until I got a cat. Glasses were stylish for me, until I needed one. I didn’t understand inverter A/Cs until I started paying bills. Marketers tell you to use ‘pain points’ to sell to your audience. A smart business person would follow up with ‘Which one?’ Because not all pain are created equal. You can say to me “Buy this to save planet earth” and I wouldn’t be too compelled, even if agree. The majority of us don’t think and look ahead. And they’re not...