They aren’t selling flannel shirts. They’re selling an idea, an image of me wearing that flannel shirt while I split logs. Me bringing those logs into the lodge, setting them by the huge stone fireplace. Me eating hot hearty stew while outside the silent snow falls. Me reading the classics while my faithful dogs nap on the rug.
I’ve known this for some time, but I keep looking at these catalogs despite that and the other facts I know: None of their boots will fit my wide forefeet. All their sweaters, shirts, and coats are cut to accommodate lazy fat beer guts. Buying them will never bring me the focus needed to do the work needed to generate the money needed to buy the property and build that lodge.
So I buy the occasional large tall flannel shirt because, well, they are value for money. And the rest of the time I just look to remind myself to stay the course and cultivate the values. And that there are miles to go before I sleep.