Mission

Always choose the hardest path – to

You won’t encounter any competitors there.

Charles de Gaulle

There is a very useful marketing tool called the “positioning matrix.” To use this tool, you just need to answer the following 7 questions regarding what the company does or sells:

• What is this?
• For whom?
• In what cases?
• What does it give?
• What makes it unique/different from others?
• Why can’t it be done without this?
• What can be used as a substitute?

The answers to these questions should be crafted in such a way that no other competitor can provide the same set of responses with identical wording. Essentially, the answers to these questions represent the company’s mission. In the context of the sexual market, similar questions can also be addressed. The mission statement of marriage might be phrased as follows: People need each other for the production and joint upbringing of offspring, who will inherit the biological and cultural competitive advantages of their parents. In turn, by being in a marital relationship, they create a combined output of consumer goods that exceeds the arithmetic sum of the outputs they could produce separately.

By applying these three filters: biology, culture, and economics, one can effectively eliminate almost all of humanity from the list of potential candidates, or conversely, distinguish oneself from nearly everyone from a competitive standpoint.

Biology: the assessment of this parameter is carried out by an internal computer that is connected to consciousness through a channel that transmits only one bit of information: “yes” or “no.” Automatically filtered out are all individuals of the wrong gender, non-fertile, unattractive, unsuitable in bed, sick, antisocial, old, young, and so on.

Culture: the assessment of this parameter is made by consciousness, if it is, of course, involved in the choice. Often, it gets switched off, allowing a partner to capture the attention of deeper layers of the brain, and when consciousness comes back to itself, it receives from the biocomputer not just a “yes,” but “yes, this is the one.” [4]. .».

Consciousness, when it is functioning, assesses the cultural potential during the phase of rapprochement. The partners’ cultures should be mutually interesting, complement each other, have a tendency for development, and not be radically different.

Biology and culture are already shaping a unique assessment of one partner by another. This assessment roughly translates to “beautiful and smart” or “handsome and intelligent.”

The economics of marriage was first described by economist and Nobel Prize laureate Gary Becker in 1992. According to Becker, an economic approach provides a comprehensive framework for understanding human behavior, something that many generations of scholars have long and unsuccessfully sought to develop. Becker’s calculations suggest that investments in human capital yield a higher rate of return than investments in securities. In his analysis, Becker operated under the assumption that human behavior is rational and purposeful, applying concepts such as scarcity, price, and opportunity costs to a wide range of aspects of human life, including those traditionally studied by other social sciences. The model he formulated became the foundation for all subsequent research in this field.

Becker focused on the concept of human capital. Human capital is the stock of knowledge, skills, and motivations that each individual possesses. Investments in it can include education, accumulation of professional experience, health care, geographical mobility, and information seeking. Essentially, Becker’s human capital is the culture mentioned earlier. In fact, spouses buy human capital from each other, which, like any capital, generates returns.

From an economic perspective, marriage allows couples to share the costs of acquiring expensive shared goods. Additionally, the care provided by the non-working family member for the working member should be such that the working member is more effective at their job—they have their “back covered.” This means that a level of care and household management must be provided that cannot be outsourced, or the risks of outsourcing outweigh the potential benefits. Moreover, when it comes to tasks that cannot be outsourced, such as managing personal finances, overseeing the home and its environment, shopping for clothes, furniture, gifts, and food, fulfilling social obligations, or providing parental care for children, these responsibilities require time. If the working spouse earns X amount of money in one hour, then by spending their time on household duties, they are not earning that money at all. Thus, the non-working spouse, by taking care of household tasks, effectively contributes the same X amount of money to the family, allowing the working spouse to focus on their job without being distracted by domestic responsibilities. This concept is the basis for considering it fair to divide equally the property acquired during the marriage, even if one spouse did not earn money outside the home. The second spouse ensured that the first could earn that money.

By formulating your “this” using these three criteria, we are already answering the questions:

• What is it? — It is a unique combination of biological and behavioral data and culture, along with the ability to create greater good within the family than outside of it.
• For whom? For partners who like me, with a mutually compatible level and direction of culture, and a lifestyle that provides economic benefits from living together.
• In what cases? When I want to give birth to and raise healthy children, passing on a culture that is richer than my own, and do this in the most economically advantageous way.
• What does it provide? Biological advantages in subsequent generations, effective gene transmission.
• What makes it unique/different from others? The answer is already in the response to “what is it.”
• Why is this necessary? Without it, any other method of reproduction won’t yield equally effective offspring.
• What can be replaced? Nothing without compromising the result. With some compromise, there are various options.

Thoughtful answers to these questions, for instance, with an understanding of how my culture differs from that of others, can provide a straightforward response to the question of “where to find partners” or, say, “how to open a bag with a cat before buying the cat.”

In essence

To successfully market yourself in the sexual marketplace, you should answer the questions from the marketing positioning matrix. This will clarify who you need and who needs you. In reality, it’s not the color of hair or eyes that matters when choosing a partner, but rather other qualities.

• Constant support and development of one’s unique traits will prevent a partner from finding any other reasonably better option in the sexual market.

If you haven’t been able to create a truly unique offering in the sexual market and you clearly see your competitors, you should consider developing some new features and traits that, combined with your existing ones, make you unique.

• No one will ever say, “I love you because you are just like everyone else.”