I am never disappointed by the human imagination, and the ability to create a need for anything which can be acquired. Recently, I began to give more thought to this phenomenon and its affect on my life. Watching people around me and taking a hard look at my own mind, the truth of my own creative logic in creating a need is obvious. I consider myself to be a low-maintenance individual, but I am no less vulnerable to wanting what I don’t have.

Recently at a discount retailer, which will remain nameless, a walk through the electronics department with Jennifer, my wife, helped me decide to write this article. To explain, I must begin with a buying decision we made last year. We purchased a digital video camera, which was on clearance. We were about to embark on a vacation, and made a final decision when we saw the price. I have no buyer’s remorse over the camera, and it beautifully performs its job, however, we rarely use it. I am certain I will get more use after we have children, but for now, it spends most of the time in the case in my office. I am even now charging the battery pack to make certain it is ready, should we decide to use it this weekend. Now back to the present, and Jennifer and I are browsing digital SLR cameras. Over the last couple of years, I have researched various tech gadgets, so I know enough to make a good choice within a price range I have in mind. It was then it occurred to me. Whether I actually needed this camera or not, my knowledge of the cameras, our business needs, and family plans created a double-edged sword in my mind. True, I was armed with information enough to help me make a good decision on a camera, but this logical approach had just the right amount of creativity, so I would be less likely to question making the purchase. At this moment, we do not have a real need for a $600 digital camera, but I have all the creative logic “ducks in a row” in my mind to justify it. “I would use it for business, and I need pictures for the new website”, which I haven’t even contracted with someone to create. I won’t go into all the other reasons, valid or otherwise. The point being that I see I could create a need for anything I think would be “cool” to have.

I am a tech junkie, and it is a shame I have never found a support group for this particular problem. I can justify tech, because it makes life easier, or helps the environment, or the proceeds from sales are donated to help save Minke whales off the coast of Antarctica. Please do not misunderstand this statement, as I am fully in support of good causes which help the environment and promote social justice. However, I could just as easily send a donation as make a purchase.

The only thing standing between me and a 46” HDTV is the fact we so rarely watch TV. Case in point, I have three rental DVDs on the TV stand, and only one has been watched. They are due back in two days, and this is a good example of why we don’t rent DVDs often. I still have visions of a home theater in my head, just not anytime soon.

Although I could go on about my own creative logic for purchases, I feel it important to clarify something. I am in no way trying to stop people from buying merchandise and doing their part to stimulate our economy. In fact, my goal is to help people be more aware of how their “buyer’s brain” operates, so they might actually make better buying decisions. With that said, below are a few points to consider before going to the checkout.

• What is the measurable value of the item?
  • For business owners, like me, this should be easy. We can evaluate how a new piece of equipment or tech could, reduce costs and increase revenue in a variety of ways. If you don’t own a business, will the purchase lower your utility bills? Will it support your family initiative to live a more sustainable existence? How would you measure the importance and impact on your life?
• What is the intangible value of the item?
  • This answer is not so easy to evaluate and can be a slippery slope. Since it is not easily measured, and it can have multiple purposes and outcomes. Intangible value could be:
    • It helps me to relax when I come home from work, so I can have a better attitude at work and be more financially successful
    • My kids will enjoy it, and I will spend time with them enjoying it
    • It is for the family, so it can bring us together
    • It is something I can enjoy with friends
    • There is no end to the intangibles. While all of these may be valid, they are not always valid.
• Have you considered the impact of your purchase on your overall finances?
  • I haven’t addressed this much thus far, but it should be said. Creative logic by its very nature places us beyond the impulse buy and gives us a sense of reasoning, and perhaps false one. If we can justify a purchase with one or more of the following statements, we may be more inclined to ignore or not see a negative financial impact in the near future.
    • I have done my research, and this is it
    • I have compared prices, and this is the best
    • I have the money now, and I have waited long enough
    • We need to buy now before we have children and can’t afford it

Realizing how our creative minds can influence our senses, we will better understand how we create needs. Jennifer teaches a class on the basic needs in her job, which refers to actual needs for survival. Can you guess how many there are? There are four: air, water, food, and shelter. Notice how none involve HDTV, texting, GPS, computers, etc. Our society has forever redefined need. A perfect example is in small businesses. In the world today, my company would have a difficult time staying in business and offering cost effective services without computers, internet access, and phones. This example illustrates how our needs for survival, as defined in our own minds, have changed. Where once we required four basics, life is no longer considered to be so simple.

A simple contrast is illustrative here. I am writing this article on my computer, but prefer simpler mediums when writing songs. I have a stack of tattered pages from years of songwriting. Stickers and scribbled ideas decorate their margins, headers, and footers. They have character and memories associated with them that no computer file could. In this way, I feel connected to my creativity and disconnected from things I don’t need.

In closing, let say I believe in enjoying life to the fullest. I feel more in touch with my creativity and logic after realizing how they can work together. Be aware of your needs. Ask yourself are you truly in need or just being creative?