It is a question most people avoid because the answer involves admitting that we treat retail packaging like scripture when it suits our budget and like a legal contract when it doesn’t.
I’m sitting here looking at a spreadsheet of logistics manifests for the next quarter’s shipment of inverter units, and I’m still thinking about the phone call I just botched. I accidentally hung up on my director mid-sentence. It wasn’t a grand gesture of defiance; my thumb just slipped on the glass while I was trying to adjust my headset.
But now there is this silence, this gap in the afternoon where I am supposed to be explaining “unit flow” but instead I am thinking about Sergiu.
The Sergiu Archetype
Sergiu is not a real person on my manifest, but he is every person who walks into a showroom in Chisinau or Balti. He is the man standing in the aisle, squinting at the back of a cardboard carton. The carton is a masterpiece of information design. In the center, in a bold, sans-serif font that breathes confidence, it says: “Suitable for 18 to 22 square meters.”
Matching the Surge of Dopamine
Sergiu has a room that is exactly 20.4 square meters. He feels a surge of dopamine. He has “matched” the specification. He is a rational consumer making a data-driven