Reasoning with kids can unearth the way humans fundamentally think. 

I was convincing Caleb to eat his dinner and said, “If you eat all your veggies, you can be big like Dad.”

“How big will I be?” he asked as his face lit up.

“Well, I’m 6’1” and mom is 5’8”, so you’re likely to be taller than me,” I said. 

His smile disappeared.

“Dad, I don’t want to grow big like that,” he replied sadly.

“Why?”

“Because if I grow taller than you guys, I’ll hit the roof and my head will pain,” he replied.

I was about to laugh when the icing on the cake followed.

“Dad, can you not eat anymore? I don’t want you also to grow anymore and hit the roof.”

I gave him a big hug and realized how our projections in life are mostly straight-lined and rarely curved.

We often incorrectly estimate that brands will keep growing in a straight line and rock the roof, but buying habits are curvy and rarely follow reason.