Our third self — that part of us that dreams and aspires — has a weird relationship with treats.

We want the indulgence. We crave the satisfaction.

But we also imagine ourselves making better choices, especially in busy moments.

I thought a lot about this recently while helping a client launch a new better-for-you baked goods platform.

These treats solve an interesting conflict: they deliver full dessert satisfaction while incorporating more wholesome ingredients.

The timing feels right. College students grabbing a quick bite between classes. Healthcare workers needing an energy boost during long shifts. Shoppers wanting to feel good about their snack choices.

But it packs in more than convenience.

It involves who we become through our choices.

The Coveted Condition here is deeper than eating better snacks. Consumers imagine themselves becoming someone who naturally makes smarter decisions, even in rushed moments.

It’s being someone who doesn’t have to choose between enjoyment and wellness.

(I got to sample these fresh treats during development — thanks to specialized refrigeration and freezer courier services, and a fairly amazing client contact. Food innovation has come a long way from my early marketing days!)

This is where the third self really engages. We daydream about:

• Guilt-free satisfaction
• Smarter daily choices
• Better energy through the day
• Values-aligned snacking

It’s fascinating to watch a new category emerge that bridges immediate gratification with longer-term aspirations.

The dog brain gets its treat. The tank brain approves the choice.

What needs does your product help reconcile?

P.S. When testing new food concepts, sampling logistics can get complicated. But watching people’s faces light up when they taste something that matches their values? Worth every cooler pack and temperature tracker.