Why We Love What We Love

“We are not just what we do, we are what we love.” — Mirror Talk

In a world constantly selling us something—products, personas, perfection—Aaron Ahuvia helps us uncover why we fall in love with things in the first place. In his conversation on Mirror Talk: Soulful Conversations, Aaron doesn’t just talk about consumer behaviour—he guides us through the deep emotional architecture behind our preferences, possessions, and personal passions.

🧠 The Psychology of Love—Not Just for People Anymore

Love, as it turns out, isn’t only reserved for people. It extends to things, experiences, places, and even brands. Aaron’s groundbreaking research explains that our brains, evolved to recognise emotional bonds for survival, now sometimes misapply those instincts—treating cherished objects or brands as if they were people.

That favourite old sweater? That car you named? That Apple device you can’t part with? Your brain doesn’t just “like” them—it’s built a relationship with them.

But is that a bad thing?

Not always.

Aaron explains that loving things can enhance our sense of identity, provide joy, and even reinforce our values—if we’re aware and intentional.

💞 When Things Become Part of Us

Aaron introduces the idea that what we love becomes part of who we are.

“Your identity isn’t just inside you—it’s reflected in the objects, hobbies, and even brands you cherish.”

Think about it: our favourite music, our go-to sneakers, our treasured books—they’re extensions of our personalities. They tell our story, often before we open our mouths.

But here’s the soulful twist: we can choose what we love. We can redirect our passions away from shallow materialism and toward meaningful engagement.

💡 The Dangerous Edge: When Possession Becomes Obsession

While love for things can be enriching, Aaron warns against materialism, which is less about love and more about status, control, and fear.

Materialism isn’t love—it’s substitution. It replaces human connection with objects, creating a hollow chase.

In a world driven by consumerism, it’s easy to fall into this trap.

But healing begins with awareness:

• Why do I love this thing?
• What does it represent for me?
• Does it reflect or distort who I really am?

🛍️ Everything is Marketing—Even Dating

Aaron brings another powerful insight: everything is marketing. Even finding a partner, making friends, or building a life involves connection, branding, and emotional resonance.

That’s why the best brands—the ones we love—aren’t selling products. They’re selling feelings. They connect with our dreams, values, and aspirations. They understand that love is about emotional safety and shared identity.

🔐 Secrets of Brands That People Love

Aaron offers a roadmap for anyone building a brand, platform, or movement:

• Focus on emotional connection, not just utility.
• Treat your audience like real people—with stories, needs, and identities.
• Create a brand that aligns with their values and aspirations.
• Let your brand love them back—with care, authenticity, and consistency.

🌱 Final Reflection: Reclaiming the Things We Love

As you move through your daily life, ask yourself:

• What do I really love—and why?
• Does this thing, this activity, this brand reflect my soul—or distract from it?
• What stories am I telling through the things I choose?

Let this episode be an invitation to reconnect with the passions that make you feel whole—and to release those that no longer serve your joy.

📌 Key Takeaways:

• Our emotional attachment to things is deeply rooted in evolutionary psychology.
• Brand love works when we feel understood and emotionally connected.
• Materialism isn’t love—it’s fear dressed as fulfilment.
• Healthy passion enhances identity; obsession erodes it.
• What we love shapes who we become.

🙏 Before You Go:

Aaron shares this profound reminder: “Income is connected to happiness—but only up to a point. What matters most is meaningful relationships, purpose, and the quality of your emotional connections—whether to people or to the passions that reflect who you truly are.”

💬 Let’s Talk:

What do you love—and what does that say about who you are?
Join the conversation on Instagram: @mirrortalkpodcast
💌 Share your reflections with us—DMs are open.

📚 Explore More: The Things We Love by Aaron Ahuvia
🎧 Listen to the full episode on Spotify, Apple, or wherever you tune in.

From Barefoot Backpacker to Conscious Leader: Jem Fuller on Flow, Leadership and Resilience – Mirror Talk: Soulful Conversations

What does it really mean to live and lead with purpose in today’s complex world?In this episode of Mirror Talk: Soulful Conversations, Tobi is joined by leadership coach, author, and facilitator Jem Fuller, whose extraordinary life journey spans barefoot backpacking across the Indian subcontinent and senior leadership roles within multinational organisations. Together, they explore conscious leadership, communication, resilience, and how to create flow, clarity, and meaning in both life and work.Jem shares how travel and cultural immersion shaped his understanding of shared humanity, why communication is the foundation of healthy workplace cultures, and how leaders can build resilience through mindset, mindfulness, and small daily habits. This conversation is a powerful invitation to rethink success, lead with self-awareness, and serve something greater than yourself.In This Episode, You Will DiscoverHow life at the extremes shaped Jem’s leadership philosophyWhy communication is essential for trust, collaboration, and cultureHow diversity strengthens creativity and problem-solvingWhat conscious and servant leadership really meanPractical ways to build resilience through habits and mindsetWhy mindfulness and gratitude enhance leadership presenceHow to discover and evolve your purpose and mission in lifeKey TakeawaysWe share far more in common than we realiseFear often comes from misunderstanding and unfamiliarityCommunication shapes culture and psychological safetyGreat leaders prioritise the greater good over personal gainResilience is built through small, consistent daily practicesMindfulness strengthens clarity, emotional regulation, and flowPurpose is not fixed. It evolves as you growSound Bites“We have far more in common than we think.”“A good leader believes in something greater than themselves.”“Diversity is not optional. It is essential.”“Small habits, practised consistently, change everything.”“You get to create your purpose in life.”Chapters and Timestamps00:00 Introduction to Flow, Success, and Conscious Leadership02:10 Jem’s Life Between Extremes07:20 Lessons from Barefoot Backpacking and Travel12:40 Shared Humanity, Fear, and Difference16:00 Why Communication Shapes Leadership and Culture23:30 Understanding Communication Styles28:50 Creating Thriving Workplace Cultures31:10 What Defines a Good Leader35:00 Building Resilience Through Habits and Mindset41:30 Mindfulness, Gratitude, and Perspective47:00 Finding Purpose and Mission in Life51:20 Jem’s Work, Retreats, and How to ConnectAbout Jem FullerJem Fuller is a leadership coach, author, and facilitator who works with CEOs and senior leaders across government, private, and not-for-profit sectors. He helps leaders develop conscious leadership, resilience, and healthy workplace cultures.Jem is also the founding director of an international leadership retreat company, guiding leaders on Conscious Leader programs in the Indian Himalaya, Bali, the Kimberley, and Costa Rica. His diverse life experiences inform a deeply human and grounded approach to leadership and personal growth.Connect with Jem FullerWebsite: https://jemfuller.comInstagram: https://www.instagram.com/jemfuller/Linktree: https://linktr.ee/jemfullerYour transformation begins the moment you decide to look within.Let this book walk with you.👇 Get your copy:US/Intl: https://amzn.to/3Kk5wh4EU: https://amzn.to/48sFnG6Could you support us by becoming a Patreon? Please consider subscribing to one or more of our offerings at http://patreon.com/MirrorTalk We use and trust these podcasting tools, software, and gear. We’ve partnered with amazing platforms to give our Mirror Talk community exclusive deals and discounts: https://mirrortalkpodcast.com/best-podcasting-tools/

1. From Barefoot Backpacker to Conscious Leader: Jem Fuller on Flow, Leadership and Resilience 48:35
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3. Healing the Body by Awakening the Kingdom Within with Dr Moshe Daniel Block 44:33
4. Know Yourself to Know God: Enneagram, Identity, and Christian Healing with Heath Davis Havlick 39:29
5. Living the Life Your Soul Intended: Soul Truths on Healing, Purpose, Faith, and Becoming 07:15

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