As I gear up for spring fishing I started to think about the fact that most fishing lures are not made to attract fish, but rather most lures are designed to attract fishermen.

The elaborate packaging, the detailed instructions, and the bright flashy colours generally have no impact whatsoever with regards to the amount of fish one will catch. However, this addition makes a hook which costs less than a $1 sell for more than $10.

In marketing sometimes the story and the ‘free prize’ seem to be more important than the product. It’s the blinking light that sells the stereo.