Different people tell different stories

The person who is willing to spend $140,000 for a Tesla or $3,000 for a bottle of wine is telling a different story than someone living on $2 per day.

The person living on $2 per day is terrified to go shopping. One mistake means someone at home goes hungry. The smart decision then, is to buy the same things that have worked for previous generations.

Different people tell different stories about luxury and utility. About taste and placebos. About status. About fear.

If you are trying to make things better than you have to match the story that people tell themselves (and what they tell others).