Many guys mistake Investment and Comfort as being synonyms: they are definitely not. Investment implies action: one invests into another. Comfort, on the other hand, is similar to air—it’s either there or it’s not. People who share a great deal of comfort often invest into each other, but merely investing into someone does not build comfort.

I have a nice rhetorical question for you—do people value money? No. Of course they don’t. If they did, then people who win millions in the lottery would save it all as if they had worked for it. What, then, is the difference? People who work for their money value the time investment they put into getting the money; people who simply win money do not value the money because they had to put in little or no effort into getting it. AFC Adam Lyons tells a story to illustrate this point: if you decided at age 15 that you wanted to buy a specific boat, and you worked out all the details: you’d have to cut your social life, work two jobs, and save up for exactly 15 years. Then, when you turn 30, you go and buy the boat; everything worked exactly as planned. Then, when you arrive at your dock, you anchor it next to an identical boat you won a day earlier in a contest. You have only one dock space though, so which one do you keep?

If you are like me then you decided to keep the boat for which you saved. Now, you valued that boat more because you invested time into it; you were not, however, comfortable with it. In fact, you probably felt very foreign driving it—as if it were some crazy dream. This example demonstrates the theoretical difference between the two. The applied difference has a slightly different tone.

In real life, Comfort has a specific time, place, and purpose; while we use Investment as our multi-tool. We may use investment to create attraction, establish rapport, build comfort, take down Last Minute Resistance (LMR, which we shall go over later), set ourselves a high value, or nearly anything else. When we get someone to invest into us, we make them value our interaction—the purpose for which we use that value depends entirely on the type of investment. For example, getting a girl to invest via telling you a story establishes rapport; getting a girl to invest by jumping through your Hoop (which we shall go over shortly) sets your value as higher than hers; getting a girl to invest by going on two dates with you avoids LMR and builds comfort. Long story short—if you want someone to care about you—get him or her to invest.