Veblen Goods

So a few months back I decided that enough was enough, and I had to lose some weight.  Probably the onset of male menopause, as the half-century mark comes perilously near.   Asked a few colleagues who had shaved off the pounds rather dramatically about the secret of their success, and they all recommended a particular dietitian.  I’ve always been chary of associating with this tribe, as haven’t really seen anyone who has been able to sustainably do this despite the inevitable narrower waists in the first couple of weeks (water deprivation primarily).  But the curiosity was piqued, and the famous “nothing ventured, nothing gained (in this case, lost would have been the better word)” quote came to mind, leading to the inevitable call.

And my, how good are Indian entrepreneurs—they can sell you anything (we weren’t called snake oil charmers for nothing!) This “expert” had a host of degrees and certifications, pithy quotes about wellness to get you scrambling for your cheque book, and photos of the latest beauty models as clients to confirm how desperately you needed her services.  After the shock and awe tactics had ensured complete surrender, all that was left was to know the price.  This figure was casually rolled off the tongue, much like a wine connoisseur would do after having relished the flavours of the choicest grape and just before spitting out the remnants.  This further confirmed that this person was not only proficient in sales, but probably had advanced degrees in both Economics and Psychology. By pricing the services as a Veblen good (whose demand increases as the price increases), she ensured that consumer psychology of “if it’s so expensive, it must be good” would ensure full compliance with the proposed “Guantanamo diet”, which is basically what it was—no food, only water (get the joke? Bad one).  This in turn would lead to a rapid reduction in the pounds in the first few weeks, reconfirming to the nutrition-starved brain that this was the right decision and the return on investment had been obtained. The virtuous circle was ergo established, and all marketers know that there ain’t nothing better than word of mouth (even a hungry one). 

But suffice it to say that I didn’t go down this path, and instead embarked on an alternate journey.  I shall not share the details of the secret sauce (pun intended) at this stage, as, in accounting lingo, it’s still “work in process”, and hence cannot be capitalized! The upshot is that the scales have started sobbing—with relief.  Digits have appeared that have been unseen since the time of Aladdin’s Genie.  The belts have started demanding notches where none existed. And even the kids have realized that “Tubby” doesn’t sound funny anymore.  But this is not about the numbers (none of my bosses have ever said those words).  As several milestones were achieved and newer ones established, the law of diminishing returns began to kick in.  Where there was once the urge to behave like Archimedes and celebrate the “Eureka” moment every time a pound was lost, there is now just a smile and a figurative pat on the back. A realization has dawned that this experience is not about losing weight, it is about living itself, or at least how it should be done. It’s about moving forward and achieving goals but without the constant need to get affirmation from oneself or others.  It’s about feeling the sunshine and not worrying about the temperature.  It’s about smelling the roses, not counting them.  It’s about creating memories and treasuring them, not worrying about how many there are.  It’s about being happy, not rich.  And in finally realizing, that Veblen goods do have some value after all.