Editors Take: 2010 Recovery Requires New Thinking

Did you hear what went down in the most recent “board of buyers” meeting? Here’s an excerpt:

Do I need this thing?
Yeah, sort of.
Do I really need it?
Well … I could use it and, darn it, I deserve it.
Do I truly need it?
Nehhh ... forget it.

These days, decisions on all sorts of purchases go through many consumers’ personal “boards of buyers,” sort of a shopping version of the id, ego and superego. This imaginary board consists of the assorted moods we’ve all developed this year to stomach the economic bad and keep afloat financially.