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Your comfort zone is inversely proportionate to your excitement zone.
In observing the latest buying frenzy regarding Apple's release of its iPhone 6 and preview of its iWatch it became clear what Apple's secret is, which we're not sure they even know. It's actually hidden in the words, "insanely great" that was something that Steve Jobs proposed Apple's mission was when it produced the first Macintosh.
What Jobs intuitively knew and then was able to directly convert into visionary products was that there is a dichotomy between people being in their comfort zones and being excited which is part of a basic ambivalence in human nature.
The good thing about being in your comfort zone (not to be confused with being in "the zone" of athletes) is that it is er... well... comfortable. The not so good thing is that when you're in it, even if you're just "chilling out," you're not in a very dynamic place. In fact, over time you can become complacent and come to feel less and less vital and less and less alive. But nevertheless, most people don't want to leave their comfort zone because it's uncomfortable.
The good thing about being excited is that you feel vibrant, vital and alive. One of the reasons for watching sports, going to the movies, driving your car fast and buying stuff is that it is great to feel alive with all your senses being alert. The not so good thing about excitement is that if you're running exclusively on it, a.k.a. adrenaline junkie, you can be driven to do dangerous things to maintain your adrenaline rush and avoid the subsequent adrenaline crash. Being addicted to excitement can also make it difficult to learn things you don't like, listen to others, emotionally connect to others or in fact to even care about others.
Apple's secret is to rapidly move customers from the dullness of their comfort zone to the thrill of an adrenaline rush and to do it safely where all you have to do is buy their products. One of the ways Apple hooked us early on with the Macintosh and its earlier products were that they recognized the "uncomfortable zone" that consumers felt with computers that were complicated, unreliable and ugly.
What Jobs recognized was that if Apple could build products that were instead simple, reliable and beautiful he would immediately not just transport people from their uncomfortable/frustrated zone to their comfort zone, but Apple could also create the visceral excitement in their products that appears to be a very big part of their brand. It wasn't just "seeing is believing" it was "feeling is believing."
And that is where the word "insane" comes in. When you are in your comfort zone, you feel sane and calm, but as mentioned above, over time feeling relaxed gives way to feeling blah, bored and lifeless. Apple knew that if you could produce products that gave the masses an, "I can't believe my eyes!" experience, it would break them out of their lifeless complacency, make them feel alive and then if they bought those products could keep feeling alive. Furthermore when you felt that excitement you want to tell others which leads to it spreading virally.
Here is another example of how something else can capture and hold our attention and then cause you to spread the word. By now, more and more people probably know that in the FedEx logo there is a hidden embedded arrow between the "E" and the "x." If you didn't know, check it out below:
If you didn't know that and are seeing it for the first time, there is a good chance that your first reaction with be to think: "Dammit, there it is. I've never seen it. I can't believe my eyes," and there is a good chance that that experience of surprise will also cause delight and make you smile. It will also probably cause you to point it out and spread it to people if you are stuck in traffic and a FedEx truck is in front of you and you run out of small talk with someone in your car.
There is a much more to this than just creating an "I can't believe my eyes!" experience that involves aligning your products with the neuropsychology of your customers' brains that spontaneously causes them to experience temporary insanity and also to "gotta have" your product. "Gotta have it" immediately compels customers to buy in ways that merely wanting or needing something doesn't.
