{"id":2402,"date":"2025-12-16T06:22:08","date_gmt":"2025-12-16T02:22:08","guid":{"rendered":"https:\/\/www.sureshdinakaran.com\/blog\/?p=2402"},"modified":"2025-12-16T06:22:14","modified_gmt":"2025-12-16T02:22:14","slug":"deep-inside-were-wired-not-for-victory-but-for-velocity","status":"publish","type":"post","link":"https:\/\/www.sureshdinakaran.com\/blog\/2025\/12\/16\/deep-inside-were-wired-not-for-victory-but-for-velocity\/","title":{"rendered":"Deep inside, we\u2019re wired not for victory, but for velocity"},"content":{"rendered":"
<\/h6>\n
” An object in possession seldom retains the same charm that it had in pursuit.\u201d \u2014 Pliny the Younger<\/span><\/em><\/strong><\/h6>\n

 <\/p>\n

The Problem Isn\u2019t What You Want. It\u2019s What Happens After You Get It.<\/p>\n

 <\/p>\n

There\u2019s a strange, almost comical moment in every human life:<\/p>\n

 <\/p>\n

You chase something with the hunger of a pilgrim. You pray for it, plan around it, pitch it to yourself repeatedly. You finally get it.<\/p>\n

 <\/p>\n

And then\u2014 something inside you quietly whispers\u2026 \u201cThis? Really?\u201d<\/em><\/span><\/p>\n

 <\/p>\n

Welcome to what is defined as hedonic adaptation<\/em><\/span><\/a>.<\/p>\n

 <\/p>\n

It happens in boardrooms, in relationships, in branding campaigns, in entrepreneurship, in careers, in consumption, in spirituality.<\/p>\n

 <\/p>\n

It\u2019s a universal glitch.<\/p>\n

 <\/p>\n

Pliny the Younger<\/em><\/span> spotted it 1,900 years ago. We still haven\u2019t updated the firmware.<\/p>\n

 <\/p>\n

The Pursuit High: A Pleasant Addiction We Don\u2019t Admit To<\/em><\/span><\/strong><\/p>\n

 <\/p>\n

Psychologists call it \u201creward prediction error<\/em><\/span>.\u201d<\/p>\n

Brands call it \u201cthe next launch<\/em><\/span>.\u201d<\/p>\n

Entrepreneurs call it \u201conce this milestone comes<\/em><\/span>\u2026\u201d<\/p>\n

Couples call it \u201cwe need a vacation<\/em><\/span>.\u201d<\/p>\n

Politicians call it \u201cmy next term<\/em><\/span>.\u201d<\/p>\n

 <\/p>\n

But everywhere, the script is the same: Anticipation > Acquisition.<\/em><\/span><\/p>\n

 <\/p>\n

And the world is full of beautifully bizarre stories that prove it.<\/p>\n

 <\/p>\n

The Twisted Math Of Wanting<\/span><\/em><\/strong><\/p>\n

 <\/p>\n

Here’s what your brain does, and it’s diabolical:<\/p>\n

 <\/p>\n

During pursuit:<\/em><\/span>\u00a0Dopamine floods your system. Every product video, every saved link, every mental calculation of “I could afford this if I skip lunch for three months”\u2014it’s all rocket fuel for your pleasure centers.<\/p>\n

 <\/p>\n

Upon acquisition:<\/em><\/span>\u00a0Dopamine hits pause. “Cool. Next?”<\/p>\n

 <\/p>\n

Thirty days later:<\/em><\/span>\u00a0What sound system?<\/p>\n

 <\/p>\n

Hedonic adaptation<\/em> <\/span>describes how people naturally return to stable happiness levels after positive or negative life events, making initial excitement fade as newness wears off.<\/p>\n

 <\/p>\n

The scientists have a term for it: the Hedonic Treadmill<\/em><\/span>. You run faster, you stay in the same place, and somehow you’re also paying for premium gym membership.<\/p>\n

 <\/p>\n

The corporate world figured this out decades ago. Why do you think there will be an iPhone 47? Because the iPhone 46 stopped sparking joy approximately eleven minutes after unboxing.<\/p>\n

 <\/p>\n

The Rolling Stones’ Lost Guitar<\/span><\/strong><\/em><\/p>\n

 <\/p>\n

Keith Richards<\/em><\/span> of the fabled Rolling Stones<\/em><\/span> once lost his cherished guitar in a hotel. The hunt? Frenzied, desperate. The music, the magic imagined with that guitar? Boundless. When it was finally recovered, Richards said he barely noticed. The pursuit had sculpted a myth, while possession was mundane.<\/p>\n

 <\/p>\n

The Psychology Behind The Elusive Charm<\/em><\/strong><\/span><\/p>\n

 <\/p>\n

Science backs this phenomenon: The \u201creward prediction error<\/em><\/span>\u201d theory says we thrive on anticipation. The joy spikes as we get closer to a goal, then crashes upon achievement as the mind recalibrates.<\/p>\n

 <\/p>\n

Our minds are wired less to possess and more to pursue.<\/em><\/span><\/p>\n

 <\/p>\n

The Dopamine Deception: Our Brain On The Hunt<\/em><\/strong><\/span><\/p>\n

 <\/p>\n

Neuroscience has a name for our Roman friend Pliny\u2019s observation: the Dopamine Loop<\/em><\/span>. Contrary to popular belief, dopamine isn\u2019t the pleasure chemical; it\u2019s the anticipation<\/em><\/span> chemical. It\u2019s the biological kick you get from the hunt, the search, the potential of a reward.<\/p>\n

The moment you click \u201cbuy,\u201d your brain has already celebrated. The possession is just the administrative cleanup. The charm wasn\u2019t in the object; it was in the movie your mind directed, scored, and produced about the object. The reality, no matter how shiny, can never compete with the blockbuster playing in your head.<\/p>\n

This isn\u2019t just about consumerism. This is the operating system of our desires\u2014for careers, relationships, status.<\/p>\n

 <\/p>\n

The Tulip That Bankrupted A Nation( Netherlands, 1637)<\/em><\/strong><\/span><\/p>\n

 <\/p>\n

Imagine a flower bulb so coveted, it was worth a grand Amsterdam canal house. During Tulip Mania<\/em><\/span>, a single Semper Augustus tulip bulb<\/em><\/span> could fetch that price. People sold their businesses, land, and life savings for a piece of paper\u2014a futures contract\u2014for a bulb still in the ground. The pursuit was a national bloodsport. Then, the bubble burst. The bulbs, now physically possessed, were just\u2026 bulbs. The charm wasn’t in the flower; it was in the delirious, collective pursuit of unimaginable wealth.<\/p>\n

 <\/p>\n

The Wake-Up Call: You Are Addicted to Your Own Movie<\/em><\/strong><\/span><\/p>\n

So, what\u2019s the reality check? Your life is likely a series of completed pursuits, leaving a trail of mildly disappointing possessions and achievements. The promotion came with bureaucracy. The dream car with EMI stress. The perfect partner with\u2026 well, reality.<\/p>\n

The modern world is a factory designed to exploit this very loop. Swipe, refresh, buy, upgrade. It\u2019s a hamster wheel of desire, and you\u2019re the hamster, thinking you\u2019re on a cosmic journey.<\/p>\n

The charm dissipates not because the object is flawed, but because the pursuit\u2014the state of wanting\u2014is where you are most creatively, passionately, and vibrantly engaged.<\/p>\n

 <\/p>\n

The $40,000 Omelette Nobody Wanted \u2013 New York, USA<\/strong><\/em><\/span><\/p>\n

 <\/p>\n

A Manhattan restaurant once introduced a $40,000 omelette (yes, 4-zero-thousand) featuring lobster and rare caviar.<\/p>\n

 <\/p>\n

People lined up to\u00a0see<\/em><\/span>\u00a0it,\u00a0photograph<\/em><\/span>\u00a0it,\u00a0post<\/em>\u00a0<\/span>about it.<\/p>\n

 <\/p>\n

The restaurant became a sensation.<\/p>\n

 <\/p>\n

But the sales? A few units a year.<\/p>\n

 <\/p>\n

It turned out people wanted the\u00a0idea<\/em>\u00a0<\/span>of experiencing luxury far more than the\u00a0ownership<\/em><\/span> of eating it. Charm in pursuit.Disinterest in possession.<\/p>\n

 <\/p>\n

The Case of the Japanese \u201cRent-a-Family\u201d Industry<\/strong><\/em><\/span><\/p>\n

 <\/p>\n

Japan\u2019s booming \u201crent-a-family<\/em><\/span>\u201d business (you can literally hire an actor to play a parent, partner or friend for a day) is built entirely on Pliny\u2019s insight:<\/p>\n

 <\/p>\n

People often find\u00a0fantasy companionship<\/em><\/span>\u00a0more emotionally satisfying than\u00a0real-life relationships<\/em><\/span>, which come with expectations, unpredictability, and complexity. Pursuit is emotionally safe. Possession is emotionally costly.<\/em><\/span><\/p>\n

 <\/p>\n

Why the Mind Loves the Chase More Than the Catch<\/strong><\/em><\/span><\/p>\n

 <\/p>\n

1. Possession introduces responsibility.<\/em><\/span><\/p>\n

Desire has no maintenance cost. Ownership does.<\/p>\n

 <\/p>\n

2. Pursuit is identity-enhancing.<\/em><\/span><\/p>\n

We are what we strive for\u2014not always what we own.<\/p>\n

 <\/p>\n

3. The brain releases dopamine during anticipation, not arrival.<\/em><\/span><\/p>\n

This is why apps ping you during the waiting phase.
\nThis is why sales funnels are engineered around suspense.
\nThis is why every trailer is more exciting than the movie.<\/p>\n

 <\/p>\n

4. The novelty arc collapses instantly upon possession.<\/em><\/span><\/p>\n

This is why toddlers toss new toys aside. And why adults chase new phones with toddler-level enthusiasm.<\/p>\n

 <\/p>\n

A Reality Check for Brands, Leaders & Humans<\/em><\/strong><\/span><\/p>\n

 <\/p>\n

If Pliny\u2019s law is true (and it clearly is),
\nthen the question isn\u2019t:<\/p>\n

\u201cHow do we help people want our product?\u201d<\/em><\/span><\/p>\n

But:<\/p>\n

\u201cHow do we help them continue wanting it after they own it?\u201d<\/em><\/span><\/p>\n

 <\/p>\n

Most brands, leaders, institutions, couples, creators, and careers fail right here.<\/p>\n

 <\/p>\n

Retention dies not because value drops\u2014
\nbut because\u00a0charm drops<\/em><\/span>.<\/p>\n

 <\/p>\n

Charm is the ultimate renewable resource.<\/em><\/span>
\nBut only if you design for it.<\/p>\n

 <\/p>\n

Some potential thought sparks<\/strong><\/em><\/span><\/p>\n

 <\/p>\n

Design for the \u2018Second Seduction.\u2019<\/em><\/span><\/p>\n

The first purchase wins a customer.
\nThe second desire keeps them.
\nCreate rituals, surprises, personal wins after ownership.<\/p>\n

 <\/p>\n

Keep a bit of mystery alive.<\/em><\/span><\/p>\n

The worst thing a brand or leader can do:
\nbecome predictable.<\/p>\n

 <\/p>\n

Shift from \u201cWhat we offer\u201d to \u201cWhat they continue to experience.\u201d<\/em><\/span><\/p>\n

Charm is experiential, not transactional.<\/p>\n

 <\/p>\n

Celebrate progress, not possession.<\/em><\/span><\/p>\n

Make the journey feel like the reward.
\nGamify growth, not ownership.<\/p>\n

 <\/p>\n

Build \u201cpursuit loops\u201d into the product or relationship.<\/em><\/span><\/p>\n

Micro-chases.
\nMini milestones.
\nUnfolding chapters.<\/p>\n

Humans crave movement more than medals.<\/p>\n

 <\/p>\n

We chase.
\nWe catch.
\nWe yawn.<\/p>\n

 <\/p>\n

Then we chase again\u2014 because deep inside, we\u2019re wired not for victory,<\/em><\/span>
\nbut for velocity<\/em><\/span>.<\/p>\n

 <\/p>\n

Pliny<\/em><\/span> merely held up the mirror. We\u2019re the ones who keep looking away.<\/p>\n

 <\/p>\n

So maybe the trick is simple:
\nDon\u2019t fall in love with what you want.<\/em><\/span>
\nFall in love with what you do with it after you get it.<\/em><\/span><\/p>\n

 <\/p>\n

That\u2019s where charm lives.
\nAnd where most of the world never looks.<\/p>\n","protected":false},"excerpt":{"rendered":"

” An object in possession seldom retains the same charm that it had in pursuit.\u201d \u2014 Pliny the Younger   The Problem Isn\u2019t What You Want. It\u2019s What Happens After You Get It.   There\u2019s a strange, almost comical moment in every human life:   You chase something with the hunger of a pilgrim. You … Continue reading “Deep inside, we\u2019re wired not for victory, but for velocity”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2402","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/2402","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/comments?post=2402"}],"version-history":[{"count":1,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/2402\/revisions"}],"predecessor-version":[{"id":2403,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/2402\/revisions\/2403"}],"wp:attachment":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/media?parent=2402"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/categories?post=2402"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/tags?post=2402"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}