What Guides Our Choices?

What is it that draws someone to choose one person over another—or one product over another?

Sometimes the decision is obvious. But what about when it’s not? When both options look similar on the surface, how do we decide?

In those moments, it may feel like “six of one, half a dozen of the other.” But at other times, one option is clearly better. The real challenge lies in how we recognize and communicate that difference.

Marketing and the Art of Influence

We live in a world driven by competition. Marketing campaigns constantly seek to persuade us that one product, service, or idea is superior to the rest.

Interestingly, companies rarely promote their offerings by attacking others. Kellogg’s doesn’t spend millions telling us why Post cereals are inferior. Instead, they focus on what makes their product worth choosing.

Why? Because giving attention to the competition often backfires. It distracts from the real message—and weakens trust.

A Political Lesson in What Not to Do

Take the recent Canadian federal election, for example.

The Conservative party, once leading in the polls, spent much of their campaign attacking the Liberal party rather than simply promoting their own vision. It was a strategy focused often on what people should vote against than what they could vote for.

The result? Their message, against a plethora of reused fanciful Liberal promises and a complete collapse of the NDP, fell short. Voters, once seemingly eager for change, seemingly weren’t inspired by additional criticism—they were perhaps looking for a more hopeful, constructive alternative.

People Choose For, Not Just Against

Human nature tends to lean toward the positive. People respond better to uplifting messages, compelling visions, and honest value.

Spending time tearing others down rarely elevates anyone. In fact, it reflects the “crab pot mentality”—a vivid image where crabs pull each other down to avoid anyone escaping. You can’t pull others down unless you’re already down there yourself.

Cast the Better Vision

So, what works? Whether in business, politics, or personal decisions, the most effective strategy is to cast a compelling vision.

Show the value. Share the benefits. Invite people to explore and compare.

Let them see for themselves why what you’re offering is worth choosing.

A Better Way to Share Faith

This principle also applies in the realm of faith.

There’s an old evangelism approach based on fear: Follow Jesus or go to hell. While the reality of judgment is part of Christian teaching, leading with fear rarely brings lasting transformation.

Jesus didn’t scare people into the Kingdom—He invited them. He offered rest for the weary, healing for the broken, and hope for the future.

He painted a picture of life as God intended: rich in meaning, full of joy, free from the slavery of sin, and lived in deep relationship with God and others.

Which message sounds more appealing to you?

Choosing What Lifts You Up

I’ve come to base my life and my faith on what brings genuine hope. I choose what uplifts, what restores, what points toward a better future.

Whether it’s a product, a political platform, or a spiritual path, I’m drawn to what offers real, lasting value.

And I believe others are too.

So let’s promote the good. Let’s point people toward what works, what heals, and what helps.

Let’s choose what brings life