Some times ago I was looking for ski boots. I went to a very good shop here around and, after an exhausting long sequence of ‘try this, try that’ I was in front of the dilemma:

  1. a pair of great, performing, a bit uncomfortable race ski boots
  2. a pair of great, comfortable, stable ‘all purpose ski boots

And then the power of persuasion: the clerk did his job to close the sale saying ‘well, it depends if you consider yourself a sports guy or just an amateur‘. I felt pain 🙂 and bought immediately the (more expensive) race ski boots.

As Tony Robbins says, is the state of pain that often drives your choices: it’s what you WANT to do to avoid it.