You could call it the Paul Arden question: “How can people more fully appreciate the magic and wonder they already have around them?” As advertising experts, we are supposed to be the authorities on adding perceived value to things. So we should ask ourselves why the public’s appreciation of most things (especially those things provided by private enterprise) is so woefully low. Ask people about their mobile phone, their Sky+, their broadband connection… goods which would have seemed miraculous to our grandparents… and within a minute or so you’ll be listening to morose complaints about the monthly bill.
It seems to me that, if we were seeking gratitude rather than money, most capitalists would have given up the game decades ago. 60 years ago, under communism, a few million Russians were happy to die for the right to queue for a potato. Today, in a market economy, people who buying a microwave oven for £70 at 2 o’clock in the morning complain if they have a three minute wait.
Excerpt from: Rory Sutherland: The Wiki Man by Rory Sutherland