Yesterday I was wandering around Barcelona getting lost accidentally on purpose, and I walked past a store filled with little jars. As soon as I passed it, I got a whiff of all the good smelling things inside, so I backed up and went in. Immediately this woman approached me. She was pretty but not striking, but she was jubilant in her demeanor. To her, I was the only person in the room, possibly the only person she cared about in life. A similar approach executed in a different scenario would be terrifying. If someone came up to me like that while I was at the gym or something, I would be super creeped out. I suppose there’s a fine line between being creepy and completely mesmerizing, but she was on the safe side. She asked me if I wanted to try some. I didn’t even know what it was, but yes.
Turns out she was selling a variety of different sea salts. She led me over to a circular sink with foot pump levers in the middle of the room, never once breaking the lazer-like focus of attention on me. She picked up the jar and waved a scoop of the oily mixture under my nose. It probably wasn’t the smell, but something about the way she offered it to me that made the serotonin release in my neck, the way it does when you get a back rub, or do hot yoga, or are in the womb. She scooped out a clump of each different scent of salt and presented it to me in that way until I was basically putty in her hands. Then she took me through the actual tutorial of scrubbing my hands until they were baby soft.
So I wound up buying like €30 worth of patchouli lavender vanilla-scented bath items. And you know what?
I just took a shower and I smell like fucking heaven. But that women could have been selling snake oil, and I’m sure she has and would. I probably would have been able to tell the difference, but maybe I wouldn’t have. It made me realize what a valuable human skill this economic seduction is, especially in areas where the economy is in the gutter.
It also reminded me that I am a horrible salesperson. If something doesn’t have a purpose, and the transfer of its possession from one human being to another wouldn’t result in a substantial net positive effect, I have no desire to spend my time convincing someone else they should acquire the thing. There is already too much worthless crap taking up space in the world. If I know of something you should want in theory, that I am able to provide to you, I will recommend or offer it to you. If you can’t see it’s appeal, its quality, its substance, even after a short explanation — you’re clearly not worthy of the thing being offered, and I will move on.
So here we are, in a world where less and less people focus on making things of quality and more and more people focus on improving their ability to sell crap. Then more and more consumers emerge not being able to tell the difference between what is crap and what is quality, reinforcing the value of crap and prizing the ability to sell crap as the most worthwhile skill of all. We’re tending towards a society where there’s no point in playing the Prisoner’s Dilemma because we’ve already lost. Default or deal with it.
But building a life (or a company) on snake oil is risky, because when the bubble bursts and the illusion dissolves, it will all be worthless. Things of substance, and people of substance will be resilient to environmental turbulence, but the phonies will be screwed. So I’m going to keep doing what I do, and trying my best to resist the charms of enticing salespeople. Or maybe I’ll give in long enough to convince them to work for me so they can fool the people who are used to buying snake oil into buying something of substance.