his is because we do not make objects to entice responses of strong affinity,like, “This is what I really want” or, “I must have this.”MUJI's goal is to give customers a rational satisfaction, expressed not with,“This is what I really want” but with “This will do.”“This is what I really want” expresses both faint egoism and discord,while “This will do” expresses conciliatory reasoning.In fact, it may even incorporate resignation and a little dissatisfaction.MUJI's goal is to sweep away that slight dissatisfaction, and raise the level of the response,“This will do” to one filled with clarity and confidence.