First, you think and plan an exit strategy, then, you decide if you go in or not.
I know it sounds different to the usual thinking process, but if you do it this way, you’ll have less problems, trust me on this.
This kind of thinking process is useful in many situations, I’ll say most of them according to my experience, whether you want to
- Invest on something.
- Buy something.
- Hire/subscribe a service.
- Travel to some place.
- Start a new business.
- Get a new job.
I’m sure there are more potential items for this list that I can begin to imagine, but with this few, we have more than enough to have some fun.
Let’s think about the investment scenario
You’re thinking about investing on something, a new company maybe, you start swimming in charts, stats, returns on investment and balance sheets. You might even start reading investment books, Fischer, Graham, Buffet, you start watching youtube videos from Venture Capital investors, angel investors, etc.
By now you’ve printed a photo of Carl Icahn and Gordon Gecko, and you’re ready to go, you’re really pumped up, you go to your e-banking system and buy some stock or transfer some cash to a new venture.
Since you’ve heard the masters you diversify, you invest in three companies, and since you’ve heard of long term investment, you just, sit there and wait.
Four months later, you check on your investment and the whole market have been collapsing since 40 days ago, you though it was a bull market when in fact is clearly a bear market, you want out, right now.
You put your stock for sale, it doesn’t matter that you didn’t success in earning money, you don’t want to loose anymore money. But guess what? Nobody is buying and that sucks!
What to do then? the market is crashing, everyday your stock is worth less and less, and you’re there just holding your face in your hands thinking, I knew this was a bad idea. But hey, it wasn’t a bad idea to learn, research and invest, it was a bad idea not to establish an exit strategy in the beginning, nobody teach you that in school.
This happened to me, and that’s how I know how that feels. This kind of experiences prepare you to think ahead next time, how do I get out of this investment?
What would have been the right way to do it?
- You research on the stock you want to invest in.
- You create milestones to check on your investment.
- You ask yourself a few simple questions, in case it blows up,
- would anybody buy this?
- is there a rebound possibility for this stock?
- can I handle a bear market right now?
- can I handle different stocks at once if all of them drop?
- is it better to keep it?
- is it better to dump it?
- is it better to trade for other stock?
- is there a margin of what I’m willing to loose in the meantime?
- how far ahead should I start trying to sell this before I start worrying?
- what if I can’t sell this and I’m stuck with worthless paper?
- is the lesson learned more valuable than the money lost?
- should I cover my ass with a security?
- should I bet on the lost possibility as well?
- how fast can I sell or trade this stock?
- if it comes to that point, do I have a list of steps to follow so I wouldn’t panic?
- You use a stop loss or something similar to trigger if the stock value drops to a certain value.
- You follow your instinct besides listening to the “pros”, because even pros most times get it wrong.
- You ask yourself the same questions in case the price goes up, that’s also a possibility.
- What if you need/want the money for something else right away? can you get it?
- How fast can you cash out? how liquid are you? can you liquidate everything and go skiing?
We need to ask ourselves this questions when we invest, it doesn’t matter if you invest in a fortune 500 company, a family business or a startup. And you don’t learn this right away, usually you make several mistakes before, I know I did. How’d you feel if the stock market drops 35% for christmas? exactly, that’s how I felt, and it wasn’t 3 stocks I’ve had, so… go figure.
Let’s buy something, we’re consumers after all, aren’t we?
This is harder, it’s harder to control our consumer impulses for several reasons
- The smaller the amount of money the less we think about it, we buy because it’s easy and we can.
- Marketing on small products is usually very aggressive, that goes deep into our subconscious and we crave for them even more.
- When we go to a store, everything is at hand, it’s so easy to buy ‘on the go’.
- What’s the worst it can happen if the 29.95 product doesn’t meet your expectations? it’s just 29.95.
- Even if we don’t watch tv, movies and tv-shows have marketing campaigns built into them, have you seen ‘sons of anarchy’? I bought a new zippo lighter because of that show some time ago. I don’t even smoke and I call myself a minimalist.
- Electronic payment methods, credit cards, Paypal, bitcoins, it’s so easy to buy things online it would be crazy not to, right?
- Every platform is connected to your bank account, you can ask for a pizza, buy a song on iTunes, subscribe to Netflix or book your flight to dublin just sitting at home.
This are just a few reasons, there’s plenty more, if you read about marketing, consumer psychology, influence, reaching audiences, etc. You’ll be more than amazed.
It’s ok to buy stuff you need and you’re really going to use, for example, a few days ago I’ve bought Dana II the ommwriter, and I’ve been thinking about that decision for a few months, until I saw the christmas offer, at 1.99 instead of 7.11, straight from Paypal, it was hard to handle that urge, although I recognise that it was a ‘triggered buy based on price’, I wanted that app and I know I will use it (hopefully, at least I am right now).
Those are the reasons we buy almost with no-control, now let’s think about it, what if you buy a juicer on some infomercial you saw on tv, you get your juicer at your doorstep, you try it, the first time, pretty cool, it works well, but it takes a bit too much time just to make orange juice.
Then you have to wash that juicer, you can’t put it inside the box like that, and you start thinking, that’s 10 minutes I’m never getting back. The next day, you take it out, you spend 5 minutes to get the juicer out of the box and ensemble, then, 15 minutes to get some orange juice, and 15 minutes to wash it… but now, you have to wait 10 minutes to dry because since yesterday you put it wet, the box is now a bit broken.
The next day you’re late for work, you take the juicer but you don’t wash it afterwards, you get back home at night and have to wash it, you start to hate the juicer. The next morning you don’t even want orange juice, you forget about the juicer for 2 weeks until you take it out for a weekend juicefest, and you know what? next time will be at least in a month.
Before you even think about it, you’ve ended up with a juicer you don’t use, occupying space at your place, you spent xxx dollars, and every time you see the informercial on tv you change the channel mumbling something that’s not reproducible for a PG13 audience.
Now what? do you think there’s much market for a used juicer to sell on eBay? at what price? are you going to take the trouble to publish that article, answer questions, researching on the right price to sell it? I don’t think so.
What would have been the right way to do it?
- After seeing the informercial, just wait for a few hours and see if that’s just a capricious one-time thing.
- Ask some friends if they know someone who bought that, and if they use it frequently.
- Go to youtube and watch some videos of people using it and reviewing it.
- Ask yourself, do I really drink that much juice?
- How often do I drink juice?
- Simulate the process (sounds ridiculous I know)
- imagine you get it (I skip the buying process because 10/10 is silly easy).
- you search for a place at home where to store it.
- you search for a place where to plug it and use it.
- do you have all the necessary adapters?
- you take it out of the box.
- you read the manual.
- you figure it out how to ensemble it and how much time it takes.
- you peel your favourite fruit (do it, for real).
- you cut the fruit in pieces (you usually make a mess, I did).
- you eat half of the fruit and juice the rest.
- you need to clean the table and wash your hands.
- you probably spilled juice on the floor or your clothes.
- you pretend to juice the fruit (imagine the noise at 5.30am).
- you get a glass and you pour the juice in it.
- you check your clock and it has been 30 minutes so far.
- you wash the whole thing, plus the glass.
- you wait for it to dry and start organising the plastic for the box.
- you put all the parts in the plastic and in the box.
- you put the box on the top shelves.
- you clean the table again.
- you throw the rest of the fruit and skin together with the napkins you’ve used.
- you realise has been almost 45 minutes for a glass of juice.
- you shower and you think, there’s no way I’m doing that everyday.
The process can be much larger if you want it to be, but this is the least amount of tasks involved in juicing some oranges for a glass of juice. Trust me, I bought my philips juicer 4 or 5 years ago and used it 4 times (wasn’t a minimalist back then, quite the opposite and of course, didn’t simulate the process).
- In case you buy it anyway and you get bored of it, what can you do with it?
- Can you sell it easily? are people willing to buy a used appliance for food?
- Can you give it away? are you willing to give it away?
- Can you just throw it out? or do you have to take it to a special location for recycling?
- Can you afford to have it on your shelves just sitting there, accumulating dust?
- Do you want the clutter in your home that goes with buying appliances you don’t use?
- Can you get your money back for the sale in case you’re not happy with it?
- In case it breaks, what’s the guarantee on this things?
If you can avoid buying something, avoid it, imagine if instead of a juicer, you buy a car, that will be a much bigger problem, not only because of the space and initial cost, but because it takes a monthly cost to keep the car, even if you don’t use it at all. Of course, a car is not the same type of decision, but still.
What do you think it happens when you hire a service?
Hiring a service is not like hiring an employee which is far more difficult to manage, I’m talking about subscribing to let’s say, a directv plan.
They call you, they offer the service, they pitch you with this wonderful offer that you can use right away, the installation is free of charge, the plan is within your budget, they are so nice, they come right away and install everything, it’s all working, 400 channels for me and only me.
After a few months you check your credit card bill and you find out that the deal was that good at first but they’ve added a lot of things, tax over a tax, management charges, a few extra channels you thought were included, some equipment rent, some insurance, etc, etc. You’ve just been bamboozled, you want out, right now.
You pickup the phone, dial the number and you realise that you need to follow a workflow that is insanely long just to be able to talk to a person, and when you get there, they say that you must either ask for the suspension of the service online, or send a fax or call to a different number in a given schedule that never fit your needs.
You manage to talk to another person after a while of whining and cursing, and this person tells you that it’s ok, you can suspend your service, but after this and this months of using it, otherwise, there’s a hidden fee you must pay.
You decide to wait a few weeks which is not that far, you call again and say, ok, now I want the service out of here, and they again start going back and forth, pitching you offer and offer, really good offers, a reduced monthly fee, maybe more channels, a new tv-pack, this and that, no, no, I want out! ultimately they accept your request and transfer you to the ‘out of here office’.
At this point you’re stressed and don’t want to argue with anybody, they tell you, ok, but since it’s the 16th of the month and your billing process closes from 10 to 15th you have to pay another month, you respond, that’s not what I want, already hired another company, they’ve already installed their cable service and I’m not using yours. They just keep the same act, I’m sorry sir, but I can’t do anything about it, and you have to suck it up.
You though that was all, but now you’re praying that they don’t charge you another full month over the month they”re charging you right now, you made them almost promise that’s not going to happen and ask for an operation number just in case. You have your equipment ready and they tell you, all right, another representative is going to call you to pick the equipment from your house, what? when? nobody knows, you just have to wait.
After a few weeks someone calls and tries to arrange a date to collect the equipment, nobody knows who they are, you have to call directv again just in case and you end up back and forth wasting more and more time. Ultimately, they come by, pick the equipment and they don’t even leave a paper, so you have to improvise something, at least a signature, just in case they want the equipment again.
You sit in your couch and ask yourself, how the hell this happened?
You start thinking about all the tv propaganda you’ve been swallowing, the internet ads all over the place, the thousands of phone calls offering different services all the time, non-stop, day, night, weekends, and you realise, that’s how it happened.
Sometimes our own inability so say no is what causes all this stress, all this problems that we’re not even remotely aware of at the beginning, saying no is one of the most difficult tasks for a person, when in doubt, the first answer should be “No”.
What would have been the right way to do it?
- First, do I watch that much tv?
- Do I need to switch cable operators? why?
- If it’s only for one channel, is it worth it? (that’s why I hired directv)
- Why not subscribing online to that one channel?
- Am I going to watch that channel all the time?
- Can I have a demo?
- Simulate the process of hiring that service
- make a list of youtube videos from old shows played in that channel.
- every time you get to your place, start running that list on your computer.
- measure the time you spend actually watching those.
- is all the content worth it? is it good content at all?
- every time you end up playing a video, play a 15 minutes ad.
- if you feel the urge to stop watching, stop the clock.
- the next day, make a list of the content you actually watched.
- also, make a list of what have you learned.
- was that content related to what interests you?
- was that related to your work/university environment?
- compare that list with content you can get online.
- is watching that channel for a week too much?
- at the end of the week, calculate [total hours you watched-ad hours]=effective watching hours, how much of that was quality content? multiply by quality content percentage/100, that’s the efficient amount of hours, multiply by 3600 and you get the efficient amount of seconds, divide by monthly fee and you get how many seconds of that content you get for every buck you pay.
- In case you decide to subscribe anyway, what if you get bored after 2 months?
- Can you unsubscribe easily? online? phone?
- Test the unsubscribe process
- call them and say you want out.
- see how much time they play with you back and forth.
- see if they throw offers at you, meaning you can even get a better deal.
- they’ll ask you for a customer number, say you’ll give them the number when they’re ready to take your unsubscribe order.
- is the process stressful?
- Will they charge you extra to unsubscribe?
- Find out when you need to call them to unsubscribe without extra fees.
- What about the equipment? is there a hidden fee? what’s the collect process?
Meanwhile you need to think about the other company you’re hiring, is the same as this company? are you willing to start a new contract for 6-12-24 months?
If you think that was exhausting, you don’t want to know how it really is, because it’s usually harder, and once you’re in, you have more responsibility, it’s easy for them just to keep charging you, and of course, most of the time is automatic (credit card and all) so they just keep doing it, and in the meantime, you’re stressed, angry, and don’t trust another company ever again.
When subscribing to services from big companies like cellphone, cable and such, you need a clear exit strategy because their strategy is to not let you go, read the fine print, they have hundreds of lawyers redacting that specially for you, what do you have? usually a pen to sign.
As humans we tend to rush when making decisions, we get carried away, we follow our impulses, our so-called urges, it’s natural, it’s evolution, but capitalism has gotten so good at triggering and manipulating those impulses that we must just, stop and breath, otherwise, we’ll make a bunch of mistakes.
Do you want to travel to someplace exotic?
Well, it doesn’t make much difference if it’s an exotic place or not, traveling can also be a stressing situation. It doesn’t matter how much you plan, you’re always for a surprise.
Traveling involves many tasks, unless you’re a millionaire on a yacht, being a traveler or a tourist means you need to do your homework, even more if you plan on traveling for a long period of time.
I’ve been traveling in latin america and then around europe, central and eastern and believe me, it’s not easy to travel on a budget, you have to plan ahead with almost no time. There’s a lot of surprises along the way, which is in part very good because you have a lot of anecdotes but it’s also a bit stressful because you laugh after the problem vanish, not before.
Once you arrive in a new country you have several things that might stress you,
- Customs and passport.
- Visa papers if you need them.
- Luggage if you have some, I travel with a backpack, so no luggage for me.
- Transportation, getting from A to B can be troublesome the first few hours.
- Accommodation, is not easy to find a place cheap and comfortable.
- Money exchange, you’re always trying to get the best rate and avoid getting ripoff.
- Hustlers, doesn’t matter how much you travel, hustler recognise a foreigner right away.
- How many days are you going to be there?
- Where are you going to go next?
- Doesn’t matter how much you plan, life always bend your plans and show you that you have no control whatsoever over things that happen.
Over all those things, when you travel, you might find yourself sort-of trapped in a country, when I say trapped I mean in a good way, you try to book a flight and it’s too expensive, try to get a train and you can’t get any trains to where you want to go on the next 2 or 3 days, buses don’t travel to that destination or you have to pay too much. That’s what trapped means, can be worst, you might want to get to someplace to spend a couple of days there or meet some friends, and you just can’t, and of course, you don’t want to extend your stay there, nor change any more money.
That happened to me a few times, I remember trying to leave Krakow (Poland), trying the bus and getting nowhere, the train was much more expensive and it took too long from Krakow to Bucharest, ended up flying there with a stop in Berlin, that was crazy, paid even more than I had planned, got stressed, I know the feeling and it sucks.
What would have been the right way to do it?
- First check where do you want to go from there and what alternatives you have.
- Should you exchange money before? at least a bit of money to get around?
- What kind of transportation do I have from the Airport to the city? do I need any?
- How much money I’m expecting to spend there? multiply by 1.25.
- Can I book the ticket from there to my next destination?
- How many days I’m going to stay there? should I book accommodation for the whole stay?
- I’m not sure yet where to go from here, ok, handle at least 2 alternatives and possible scenarios.
- What if I loose my papers there? do I have a contingency plan? where can I go?
- What if I ran out of money there, what can I do?
- What if my wallet and id get stolen or lost? (happened to me, luckily my passport wasn’t on me and I was carrying a copy of my id just in case)
- What if someone steals my backpack? can I manage with other documents?
- What happens if you need to leave the country fast, let’s say, family emergency?
- What if your accommodation fails, is there another place where you can crash?
- Who knows you’re there? is that person prepared to assist you in case something happens?
I met an Australian girl in Prague, she’ve been robbed in a train from Romania, her whole backpack, and she didn’t have any documents on her until the embassy gave her some copies, it was quite a trip for her to wait there until the whole situation got fixed. Even after my departure from Prague, she was still waiting for some documents and flight papers to see if she was able to flight to the US, that’s a stressful situation you don’t want to be in, hard to plan ahead for that, but that kind of things happen, you can’t avoid it but maybe you can mitigate the damage a bit.
I’m not saying be a boy-scout, but a little preparation goes a long way, of course, plans change, and there’s a lot of surprises along the way, but you need to spend a bit of time building a backup plan, maybe you use it, maybe you don’t, just have it there.
Starting a new business might be one of the worst case scenarios
Starting a business is one of the most stressful activities out there, I’ve read a list a while ago and it was in the top 5 most stressful professions in the US. Being this the case most people wonder, who would start a business on this economy? well, a lot of people, I was one of them so, I understand what is it all about.
The problem with starting a business is that you’re attached to it, being an entrepreneur is not about having the power to skip work, is about working twice as hard and knowing that if you stop giving 100% to your business, it will crumble.
Even if you love your business or you not entirely love it but you enjoy working there, it might come a time when you need to shut it down, but since you though it was like marriage, forever and ever, you have no idea how to do it, and you find yourself in a big predicament and into a lot of work.
When you start a business, you need an overview or an exit plan at least, you need to be able to say, ok,
- What if I want to take a sabbatical?
- What if I want to move to another country?
- Is it possible to shutdown my company easily and fast?
- What if my dream job is on the phone?
- What if I fall in love with an Ukrainian woman and have to emigrate?
I’m not trying to burst your bubble, if you want to start a business, go ahead, is one of the most fun and educational activities out there, you just need to be willing to pay the price, and sometimes the price is too high.
For me shutting down my company involved a lot of work,
- Talking to employees.
- Being on the phone a lot with the accountant.
- Managing the financial situation and bank accounts.
- Communicate to customers, deliver documentation and help them transition.
- Selling at least 70% of the office furniture, electronics, servers, racks, appliances, etc.
- Shutdown all related services, internet, voip, dedicated servers.
- Leaving the office, pay extra for early resign of the contract.
- Give away stuff I didn’t get to sell.
- Trying to collect customer debt money and giving up on some of them.
- Deliver tax documents to the fiscal agency so everything goes in place.
Sounds easy when you see it in a list, but it wasn’t, it really wasn’t.
That teaches you a lot, but of course, that moment is not a moment you want to learn anything, you want to reach your goal and that’s it, it’s stressful as hell.
What would have been the right way to do it?
- First you make sure you want to start a new business, but really sure.
- You check if there’s a real niche, a market segment for your service/product.
- Is it really necessary to have an office? or is it just to boost your ego?
- Do you need to hire another employee or you can manage with what you have?
- Every time you think about opening a new business unit, think cost/benefit.
- Do you really need dedicated servers or hosting would do?
- Don’t listen to people that tell you how successful you are, ego is a dangerous creature and you start doing stupid stuff way over your head.
- Do you need to hire 8 lines of voip or 2 would do? do you need voip? (it’s just an example)
- And above all, for every stage of your business you move in, think how hard would be to move out.
Some of this are a bit specific, but they’re meant to make a point.
Ego is one of the things that gets you in trouble in the first place, ego makes you go in when you don’t know and you don’t think how to get out in the first place.
Each and one of us move at a different speed and a different direction, make your own way, don’t follow the sheep, walk and enjoy, don’t push yourself too hard, there’s a thing call timing. Life it’s a constant surprise, you’re not racing against anybody, you’re driving alone in the interstate, enjoy the ride and take it easy.
You think getting a new job is the easiest one?
Starting in a new job also requires an exit strategy but most people don’t think about it, mostly because they’re quite happy they got the job in the first place, so they don’t think about it.
Imagine you got the job, you start, you train, three months later you start feeling the pressure, the economy is going down and your boss is putting more pressure on you. Now you’re not longer the new guy, you have plenty of responsibilities and you don’t get any special treatment or patience.
Some of your coworkers quit and you get more tasks, the same pay, more extra hours, nobody is giving you a rest. You go home late, 8pm instead of 6pm, and the next day it’s the same all over again, start at 7am, try to get there early to go home on time, doesn’t happen, forced to stay late again.
Maybe you’re required to work on weekends once a month, and it’s becoming a routine, you’re not enjoying your job anymore, you’re drowning there, and you start thinking, is this what I want for me for the next 10 years?
Your girlfriend or wife starts complaining that you never take her out, you just can’t, she wants to travel for holidays, you can’t, she wants to go to the movies, you’re too tired, when was the last time you went for a pizza with your friends? you don’t even remember your friends… they stop calling you because they know the answer, and it’s always the same.
You’re face with a big decision, should I quit or should I continue seeing my life crumbling meanwhile I complain daily about this freaking job?
You quit and you find yourself completely lost, you have no idea what to do next, but you just needed to get out.
The good news is that you have a blank page now to start all over. The bad news is that maybe you have plenty of responsibilities, that you’re facing now as a big wave crashing on the rocks.
This is just one possibility, but there are many reasons you might need or want to quit your job as soon as possible, just to name a few.
- Health, this is top priority.
- Stress or burnout.
- You want to see the world.
- You want to start your own business.
- You have an opportunity on another place.
- You don’t make enough money as you’d like to.
- You can’t stand your boss.
- The company is not aligned to your vision/values.
I can go on and on, there’s hundreds of thousands of potential reasons, but just so you know, it can happen abruptly.
But there’s also many reasons you might be forced to stay
- You don’t have savings.
- Mortgage and loans.
- Wife and kids to support.
- The unemployment rate is up.
- You’re afraid of giving up your milking cow.
- Professional ethics.
- You are not 20 and the market is not the same.
- You can figure out yourself many more reasons to write in here than I do.
The thing is that once you’re in the ocean, you need to swim, there’s no way around it, you need to swim until you hit shore, but of course, if you think about an exit strategy before, you’re still in the middle of the ocean, but at least you got yourself a motorboat.
What would have been the right way to do it?
- Is it a job that I’ll enjoy for at least 6 months?
- What are the benefits?
- What are the chances I’ll burn out?
- Am I going to be stressed everyday?
- Do I share the vision and values of the company?
- Who’s going to be the person in charge? do I like the ceo?
- In case I want to switch jobs, is there a NDA signed?
- Ask as many questions as you can in the interview, the interview goes both ways.
- Can I switch jobs easily in this market?
- Should I think in this job long term or is it something temporary?
- If it’s temporary, how do I make sure I don’t settle forever?
- Simulate this scenario,
- in a few months you quit.
- how much money do you have in your savings account?
- how much do you spend per month?
- how long can you keep your lifestyle in case you’re out of work?
- do you have enough to afford starting something on your own?
- do you have enough to afford job hunting for 3 months?
- are you liquid? or is all your money invested? (go to point 1)
- can you work for similar companies or your NDA forbids it?
- can you work as a consultant for your ex-company?
- do you have long term insurance? what about health care?
- can you cover credit card bills and other services? for how long?
- can you afford to travel to unwind the stress you got from work?
- do you have some kind of unemployment coverage?
I think by now, you get what I mean, even with something so basic as getting a new job, you need to plan your exit strategy, it’s not just fun and games, well, planning can be fun and in the meantime, you’re also taking care of you and your family.
I think we’re ready for some final thoughts on this subject
I think sometimes is not only hard but also scary to plan an exit strategy, because it involves recognising that things can go wrong, that we have no real control over our lives, and that scares us, shouldn’t, but it does. If I’m an expert on something is on acknowledging that I have no control whatsoever about anything, and neither do you, so stop putting that kind of pressure on you.
There are people that say, everything depends on you, it’s not true, how egotistical is that? we have little control over things, we can’t even control our subconscious thoughts and emotions, but we’re brave enough to be able to live with them on a daily basis.
Simulating or planning a little bit ahead gives us a bit more peace of mind, not a lot, but at least a bit, at least we did the effort, it might go one way or the other, maybe we nail it or maybe we don’t, but we went the extra mile, that’s the important thing. Don’t worry, life has a funny way of slapping us in the face every time we make long term plans, but nevertheless, with some things, we can try.
Also, thinking about an exit strategy allows us not to get involved in long term things that can end up going insanely bad or putting us in a strange position in time.
When we avoid buying something because it would be a pain in case we get bored, it gives us freedom, when we accept a job offer knowing that we can quit and everything is going to be fine, it gives us freedom and a relaxing feeling, it allows us to go with the flow and enjoy more what we do.
Every time we think something like, “I can get my backpack and flight 1000km from here whenever I want”, it gives us a feeling of relieve, of non-pressure, the same feeling a bird has, and that’s something you just can’t buy.