You knew you didn’t need it when you bought it. So why did you buy it anyway? For 20 years, brand strategist Pete Sena made millions designing campaigns that sell people things they don’t need. His secret? He wasn’t selling products. He was selling identities. In this talk, he reveals the three psychological triggers marketers use to manufacture desire and turn ordinary purchases into identity transactions. You’ll learn: → Why an $89 water bottle outsells a $10 one that works exactly the same → How “aspiration gaps” make you feel inadequate so brands can sell you the cure → Why you’ll defend your purchases like you’re defending yourself → The difference between being manipulated and choosing your own purchase path This isn’t a guilt trip. It’s a wake up call. Once you see how identity anchoring, tribal signaling, and manufactured desire work, you’ll never look at your own buying decisions the same way. Pete Sena is a creative entrepreneur and founder of Digital Surgeons, a brand experience consultancy he built over nearly two decades. He lives at the intersection of design, technology, and consumer behavior. He’s designed demand for brands like Lego, Google, Unilever, Epic Games, Mastercard, and Lady Gaga. Now he’s pulling back the curtain on how it all works. You knew you didn’t need it when you bought it. So why did you buy it anyway? For 20 years, brand strategist Pete Sena made millions designing campaigns that sell people things they don’t need. His secret? He wasn’t selling products. He was selling identities. In this talk, he reveals the three psychological triggers marketers use to manufacture desire and turn ordinary purchases into identity transactions. You’ll learn: → Why an $89 water bottle outsells a $10 one that works exactly the same → How “aspiration gaps” make you feel inadequate so brands can sell you the cure → Why you’ll defend your purchases like you’re defending yourself → The difference between being manipulated and choosing your own purchase path This isn’t a guilt trip. It’s a wake up call. Once you see how identity anchoring, tribal signaling, and manufactured desire work, you’ll never look at your own buying decisions the same way. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx