Like most creatures, people are stressed out. Almost all the time. And when we’re not, we seek out adventures and interactions to make us stressed. We get stressed about money, reputation, safety, relationships and whether we have to move our seat on the plane after we get on.

Stress is an essential part of the human condition. It rises when we’re about to buy something or sell something or interact with someone. We spend money to avoid it and we spend money to embrace it. And we almost never talk about it.

That thing you’re marketing… Does it add to stress or take it away? Is it stressful to talk about it? Buy it? Get rid of it? Is it more stressful not to buy it than it is to go ahead and buy one? Does it promise to reduce stress, but end up causing more?

Worth thinking about.