When we’re not simply driven by price how do we choose what to buy?

We tell ourselves a story about quality, design, durability, or provenance. But often as we rationalise about the advantages of one product or service over another, the differentiator we perceive is the degree of love and care that’s gone into making or delivering it.

There is no place for love on a spreadsheet, ironically that’s what makes it invaluable. When we care it shows.

Image by Thomas Marban