At fifteen, I desperately needed a Cateye Solar cyclocomputer.
Not wanted. Needed.
My existing bike speedometer did its job just fine. But after seeing that sleek new digital device in a magazine, the old mechanical unit became unbearable. Its plastic wheel dragged against my tire, wearing down the sidewall. The speed reading bounced around wildly.
I mowed lawns for weeks to get that Cateye Solar.
Looking back, this is a fascinating case of what I call “the flip” – that moment when a want transforms into a need in a buyer’s mind.
We’re all familiar with genuine physiological needs: food, water, air, shelter.
But most needs that drive our purchasing decisions are pure mental constructs.
Think about it:
- Do you need the latest folding phone?
- Do you need that luxury SUV?
- Do you need brand name clothing?
Objectively, no. But once your mind decides something is a need, an interesting thing happens: Barriers fade away. Price resistance evaporates. The purchase becomes non-negotiable.
For product makers, understanding this flip is huge.
It’s why Apple doesn’t sell phone features – they sell the feeling of being connected, creative, and current. It’s why Peloton doesn’t sell exercise equipment – they sell transformation and belonging. It’s why Tesla doesn’t sell electric cars – they sell the future.
The flip occurs when your product taps into something deeper than its basic function. When it becomes part of the story your customer wants to tell about themselves.
Consider these examples:
- Yeti coolers became a status symbol far beyond keeping drinks cold
- Peloton transformed from exercise equipment into a lifestyle identity
- AirPods shifted from convenience to cultural signifier
- Hydroflask water bottles became teen social currency
- Allbirds went from comfortable shoes to environmental virtue signal
What triggers the flip?
Status: When owning your product signals achievement or belonging Example: A Tesla in the driveway isn’t just transportation
Fear: When not having your product creates anxiety Example: The latest iPhone among teenage peers
Identity: When your product aligns with who customers want to be Example: Patagonia’s environmental stance attracting conscious consumers
Competition: When your product provides an edge Example: Premium running shoes for recreational marathoners
Social Proof: When influential others validate the need Example: The Stanley cup craze on TikTok
Transformation: When your product promises personal evolution Example: High-end fitness equipment suggesting a better future self
My Cateye Solar was just superficially about measuring speed. In reality, it represented serious athletic ambition. It meant I was committed to improvement, willing to sacrifice for excellence.
It was a symbol, and a catalyst.
Once that connection was made in my teenage brain, the price tag became merely an obstacle to overcome.
What story does your product let customers tell about themselves?
Laurier
P.S. That Cateye Solar met its end when I left it too close to a bathroom light bulb trying to charge it. The display melted into modern art. But guess what? I needed another one immediately.
The flip endures.