Study well and you will be successful. Be sincere and you will be rewarded. Work hard and you can have a nice car and a big house. The world around us teaches us to believe that success in life is measured by our apparent wealth and fame. Maintaining a good image in society matters a lot. We are engaged in a constant competition with our peers and are always ‘keeping up with the Joneses‘. We feel that it is important to drive a better car than the neighbour, live in a bigger house and wear better clothes. Living a good life has become about holidays in Bali, driving around in an Audi and wearing suits by Armani (hey, that rhymes!).