Tim Knowles
Aug 31, 2018 · 2 min read

And in case it wasn’t clear, in our world, every good is discretionary, and every good exists in a saturated market.

Maybe some discretion can be involved in every single goods purchase but many of us make purchases without regard for or in spite of the image they would portray or even we might hide the purchases to avoid some negative stigma from something like buying generics products or brands that lack prestige.

Not all markets are saturated. About 5 years ago, .22 long rifle ammo was sold out and scalpers were selling what there was for as much as 5 times list price. This lasted a couple years. That Ferrari would not have sold at north of $50 million if the market was saturated. Yes, most markets are saturated, when aspirational brands are destroying excess inventory, that might be a clue.

I might be in the minority but I don’t believe I am that rare. I deliberately try to not appear even as wealthy as I am, certainly not going to try and appear richer than I am, holier than I am, more woke than I am or smarter than I am.

I have never owned an Apple product, I would not want to be caught displaying such a thing. I have never worn a watch that cost more than $30 and I don’t wear a watch these days and the only jewelry I wear is my wedding ring. I have worn ripped jeans but they got that way because I wore them out.

I am not completely immune to seeking approval, I have no desire to live alone with few friends but my displays of wealth and depth have been modest. I so much prefer to be underestimated.

Under promise and over deliver.

TEK

    Tim Knowles

    Written by

    Worked in our nations space programs for more than 35 years