Imagine ordering two bottles of whisky.
The vendor and the postman are doing their thing and the package arrives. You take a knife, open the parcel and… you feel nothing. You should feel excited because in the package there’s the latest edition of the Kilchoman Islay barley series to add to the previous ones. You should also feel excited because there’s a nice cask strength Springbank which many people have a hard time picking up. And yet you feel nothing. You acknowledge the arrival and stash them away.
That’s what happened to me last week. Where’s the joy I used to feel when I got a new delivery? The excitement? The anxious wait for the postman to show up? What’s going on here? What I was feeling that moment was the effect of the law of diminishing returns. In the beginning, when we are new to an activity or hobby everything is fun and exciting. The body is hard at work to release dopamine every time you get your retail therapy fix and you discover something new. However, the bar will rise higher and higher with every purchase and every experience. You need more and more and more to trigger a response and accompanied dopamine kick. You don’t even notice it, you’re just in the flow you don’t notice the constant “dopamine creep” until the day when a “normal” delivery gets acknowledged with a mere shrug and you notice feeling … nothing.
Why did I feel nothing? Probably because there was no hunt, no long waiting period, no ballot involved in getting these bottles. Just a bog standard order. No reward for being one of the “lucky ones” to win a ballot, finding an exclusive single cask, stumbling across something rare or sold out. No, just a bog standard order. Why are limited releases and queues and ballots and all the rest of these mechanisms so popular with marketing departments at booze producers everywhere? Because these mechanisms are all dopamine-inducing. And once you’re hooked on that substance, you need the next thrill and the next and the next… (Including all the ill-effects of (verbal) abuse against companies and their employees when dopamine addicts don’t get their fix)…
Maybe that’s a wake-up call. The mind crying out “Hey, you fool, you’ve already got enough. Enjoy what you have.” Something to think about. Anybody else out there with a similar experience? What are your thoughts? Let me know in the comments!
This is an extended version of an experimental long-form post I pushed to my Instagram account. It will also be an experiment on my blog as I will not post links to it on my social channels to test whether people actually read the blog and discover the content via other sources. Feel free to share it on your social channels if you found it enlightening and share-worthy!
