It has been fascinating to me observe human nature.
Have you ever realized, why machines like Royal Enfield though more volatile or I should say less reliable in performance than the average HH Splendour admired by almost everyone, but few have the heart t buy it and live with it….
Rock fans would love AXL Rose, Dizzy Reed as long as fans dont have to live with GNR, as rock acts or I should say manifestations like GNR are so extreme in their outlook and life style that a normal human cant adjust to that extent.
Similarly, our recent one year has been one of the greatest volatility periods in the stock market history, people would have lost money in net terms as traders, but anyone who loves to study stock market would be just fascinated by the volatile movements happened during the period of 2007-08.
My line of thought is – we love the averages, mediocrity, same things; safety in life. Throughout our life we tend to get comfortable with things that we know or somehow can estimate the outcomes of every activity through prior experience through benchmarking. And the best and easiest way to do it is perform close to average so that you atleast know the result….
Hence, most of us are rather performing at average rates in order to be sure of the results rather than go beyond what we know and thus discover some unseen, unexperienced exponent of this universe – beyond the normal average….
This what makes great brands great, they always try to get away from the averages – rediscovering themselves everyday… They are volatile, hence they are loved, but living with them – you need to pay a huge price.