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Archive for March 14th, 2012

At Barnes & Noble, where I once worked as a marketing exec, we bandied about the phrase “aspirational purchase” to portray a small, but profitable segment of our sales.

Aspirational purchase meant you bought the book not because you were going to read it, but because you aspired to read it. You might even convince yourself you were going to – but in all likelihood it would serve as a pretentious coffee table tchotchke, an impressive (if un-cracked) spine on a decorative bookshelf, or a useful device to prop up a little kid’s butt so he could reach the cranberry sauce at Thanksgiving.

An aspirational purchase is intended to impress – you want to be seen buying it. It tends to be something conservative as well. And long. And difficult. “War and Peace” is the classic aspirational purchase, but you might also pick up something with a political message that makes you look wise and open-minded, like “The Satanic Verses” (which, for the record, I actually read.) (No, I’ve never plumbed War and Peace. However, I embrace the fact that plenty of you certainly have read it and, yes, loved it and desire for me to acknowledge you’ve read it and how much you loved it – to which I reply, in advance, how very nice for you.)

Law school is an aspirational purchase.

You choose law because it’s more impressive than an internship or “assistant” job – which is how you’d have to start out in an ordinary career. With law you jump directly to the land of the grown-ups without passing Go. From the moment you graduate, you have a “profession.” That means (at least in theory) you wear a suit and people take you seriously. You’re an “attorney” – not someone’s assistant.

Law is conservative, too. It’s about the least imaginative thing you could do. A law degree establishes (at least in theory) that you are serious and focused and down-to-business. No more staying up all night partying for you. It’s time to retire that giant plastic bong with the “Steal Your Face” decals and step up to adulthood, dude.

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