When the time comes to buy, you won’t want to

Shaan Puri tweeted: “When the time comes to buy, you won’t want to.” Great advice for both investing and marketing. The best opportunities rarely feel good in the moment.

Marketing analysis

That uncomfortable feeling? It’s risk perception. When everyone’s scared, attention is cheap. If you can keep your head while others panic, you can buy awareness, build authority, or capture audience share at a discount.

Why it works

• Humans follow the crowd (social proof bias)
• Scarcity and fear make competitors pull back
• Brands that stay visible during downturns gain trust
• Taking smart, contrarian action positions you as bold

Examples

• Airbnb doubled down on content in 2020 while hotels froze hiring
• Amazon expanded logistics during 2008, growing share by 28%
• Oreo tweeted “You can still dunk in the dark” during the Super Bowl blackout—quick thinking when others were silent