Wouldn’t it be nice if more of us could learn to laugh about things, lighten up a bit?
Marketing theorist Phillip Cotler described needs as “felt deficiency”. Needs, individual and collective describe a person. When it comes to transportation, the need for mobility is the same for one and all. Whether people move about in a shared vehicle or an individual one. The distinction is essentially that of purchasing power. It is easy to overlook while making such distinctions, that it is the vehicle for a joyride that defies all distinctions of form and function. Invariably the coolest, serving absolutely no purpose at all! Like the trolly car or the Bugatti or Hennessey Venom. Whoever rode to work in any one of those babies?! Those are essentially toys. Albeit expensive ones, but like the old trolly, their value lies in the spirit of play that we all share. Is it then the use of a product driven by need, that is hierarchically insufficient to that which is not? If we were to flip Cotler’s theory on its head, ignoring “felt deficiency”, seeking “felt sufficiency”, would we then consider all our vehicles and our needs differently?
The focus of economic improvement kept local, will create employment, and education for the indigenous people in the Himalayas. Tourism for a major source of revenue , the attraction to these parts may be preserved by allowing the local people to preserve and flourish within their culture. So they won’t feel impelled to move away from their roots in pursuit of a better living. Strategic assistance provided now will prevent indigenous culture from the mountains to get wiped out by the tide of commercial influx.