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When bumpers were actually bumpers
And the deep-rooted psychological principle you can take from it...
Dyani Janga
January 05, 2025
I recently came across a video that showcased when bumpers were actually bumpers and it made me think of a priceless business principle.
So in today’s issue, I’m revealing this powerful tenet so you can implement it today!
🚘 When bumpers were actually bumpers
In the 1970s American safety & emissions regulations forced many of the biggest sports car manufacturers to add rubber bumpers to their cars.
Back in the day, you could hit another car while parking… no big deal!
Because due to your rubber bumpers, you wouldn’t even be able to notice what happened just seconds before.
But over time it appeared as though bumpers pretty much disappeared.
When in reality, manufacturers just found newer ways to safely integrate the bumpers into the overall design to pretty much…
Hide their existence over time.
With our move away from traditional bumpers, and our move toward modern design we’re in a completely different position as opposed to where we were trying to go in the ‘70s.
Because now, regulators couldn’t care less about the potential costs of having dents and scratches on your car—These small claims can set you back around -$2,000 depending on your car’s materials and paints.
The lesson: People care less about safety and savings than they do about status.
We’ve transitioned from fully rubber bumpers to nearly nonexistent ones because in general, we want to drive sexy cars rather than cheap ones.
Aside from cars… It’s a psychological principle that’s used by the biggest (especially luxury) brands in the world.
People will pay a premium if they get status from it.
You could probably think of some a-tier brands that release hideous pieces. But because it’s from this company, they sell out regardless.
👞 Today’s Action Step:
Instead of emphasizing cost savings or practicality, highlight how your product makes customers feel or reflects their identity.
📖 Today’s book bit
Robert Greene
Status is like currency in the social realm—it determines how people treat us, the opportunities we are given, and even how we feel about ourselves.
Book: The Laws of Human Nature
Our perceptions of others (status) are shaped and influenced by what we know about them—success, looks, etc. We treat people according to what their status is.
The man in a suit gets treated differently than the man wearing freerunning gear.
🚿 Today’s shower thought
When you teach something to a room full of people, they all walk out full of new knowledge but carrying no additional weight or mass from that new information.
Source
P.S. If you want to see the video I’m referencing, find it here 👇🏽
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