If one is human, one cannot afford to make comparisons. After all, everything is relative. As the old adage goes, “beauty lies in the eyes of the beholder”. But how would one decide what is beautiful without first having decide what is not beautiful? We make comparisons all the time — taller, fatter, prettier, smarter, are all words that we have learned in our early days in school. The “superlative” is what we are always on the hunt for. Every one of us wants the best. We want to be the best. We have to own the best. And that is the attitude that we take with us each time we take ourselves shopping.
Each time that we go to buy groceries, we pick out fruits and vegetables that appear fresh. We assume that this is a sign that they will be scrumptious. We hope to get greater quantities for lesser amounts of money. After all, even in our search for the best we want to get our money’s worth. Similarly, when we go shopping for clothes, most of us like to stick to brands and stores that have given us good service over the years. We look for durability and style in every piece of clothing that we decide to buy. If we are paying good money for something, we would like it to last for a little less than eternity, and look good. We are sniffing for the diamond among a million things that are only run of the mill.
Of course, shopping is not merely limited to clothes and groceries. There are many other things that we shop for. What about the house that you invested in a few years ago? Didn’t you do a lot of searching for the ideal house that would look good, be spacious, have a great view, and be easily accessible? Then, after having found the perfect house, did you not scour financial companies for great loans and mortgages to aid you to fund your investment?
Making comparisons is essential if one is on the lookout for good discounts. For instance, you might look around extensively before you decide on the laptop that you should be buying. But what about the credit card that you will be paying for it with? Does it offer you any bonuses? If your answer is “no”, maybe it is time for you to scour the markets and compare great credit cards before finally deciding what works best for you.
There is no way out of this. If you want to have the best of everything, you cannot be satisfied with the average.