IKEA could build your furniture for you.

Instead, they make you suffer through terrible instructions and missing screws.

Yet people love their wobbly IKEA tables more than expensive pre-built ones.

Why? You worked for it. So your brain thinks it's valuable.

This is commitment consistency. When you choose something, you defend that choice.

Smart brands get this:

Starbucks makes you customize your order. "Venti soy latte, extra hot, no foam."

You didn't buy coffee. You designed it. Now you're invested.

Nike lets you design your shoes. Pick colors, add your name.

You didn't buy shoes. You created them.

Dropshippers do the opposite:

"Add to cart." "Buy now." "One-click purchase."

Zero investment. Zero commitment. High refunds.

The fix:

Make them work for the purchase.

Bad: "Buy this kitchen gadget"

Smart: "Take our quiz to find your perfect cooking tool"

Bad: "Buy workout bands"

Smart: "Build your custom home gym"

Quiz = small commitment. Customization = bigger commitment. Purchase = natural conclusion.

Warby Parker makes you pick 5 frames first. Dollar Shave Club makes you build your kit. Blue Apron makes you choose your meals.

Your move:

Stop making buying effortless. Make it meaningful.

The more they put in, the more they'll value what they get out.

Tim

P.S.: You defend products you worked for. That's not coincidence. That's psychology.