We love to think we make “rational” decisions. But in reality? "Most people don't buy WHAT’S good for them, they buy what MAKES them feel good." 一 Rory Sutherland. Just think about Netflix. Is paying $15/month for another streaming service "good" for you? Probably not. But that moment you sink into your couch on Friday night, knowing you can escape into your favorite show? 🍿 That feels amazing. The same applies to online communities. When someone joins a community, they're not buying access to content, modules, or even expertise. They're buying: 👉 The opportunity to hit their goals 👉 The feeling of belonging 👉 The rush of ”I can make it work" 👉 The relief of "I'm not alone in this journey." Look at Peloton. They don't sell exercise bikes – they sell the FEELING of being an athlete. The pride of seeing your username on the leaderboard. The thrill of beating your personal best while high-fiving strangers! 😍 Luxury brands get this too. A Rolex tells the same time as a $20 watch, but it makes you feel like you've "made it." 😉 You're not buying a timepiece; you're purchasing a membership to an EXCLUSIVE club. Here’s my question: What feeling are your members buying when they join your community?