tugboats

What
happens? The ghetto folks spray graffiti on the walls, use the
elevators as toilets and, in general, trash the building.

ITEM
#3: A guy who has never broken
100 is shooting a round of golf. After the first 9 holes, he notices
he's doing exceptionally well and has only used up 36 strokes. And, if
he keeps this up for the next 9 holes, he'll shoot par for the first
time in his life.

What happens? On the back 9,
he reverts to his normal game (and then some) and finishes the course
in 103 strokes.

ITEM
#4: A self-made Cuban with good
self-esteem has all of his property and wealth confiscated by the
Castro regime.

What
happened? The Cuban moves to Miami, starts a business and, within a
short time, becomes prosperous all over again.

What
does all this suggest? Actually, these little mini slices-of-life tend
to confirm one of Halbert's Major Laws Of Marketing which is:

HUMAN
BEINGS WILL DO

ALMOST ANYTHING TO REMAIN

IN THEIR COMFORT ZONE!

Have
you ever heard about the hierarchy of human needs? Maybe you studied it
in sociology or psychology. Anyway, according to what you learn in
college, the #1 human need is survival. After that comes sex. Then,
further down the line is the need for an extended family, a need to
contribute to society, etc.

I
beg to differ. As usual, those college guys have got it wrong. I'll
agree that the #1 need is for survival but #2 is not sex. No sir, #2,
just below survival, is the need for humans to remain in their own
comfort zone. Not only that, sometimes this need is so strong, it actually eclipses
survival.