It’s that electric moment. Suddenly you see or hear something that comes out of who knows where and blows you away. But where? And why?
Let’s step back and put this in perspective. A rich life is all about moving through new dimensions. Only the electric moments can transport you through these passages. These mysteries. And yes, mysteries they are and should be. Because sometimes the less you know, the more you can imagine. The more you can color the palette according to your dreams.
Great businesspeople leave mysteries in their path. What is Hey Jude all about? John’s son Julian? God? Clapton’s girlfriend before Layla? A million theories, but no knowledge. Great mystery.
You know it the first electric moment you hear it. It knocks you on your ass groping for answers and there are none to be found. But you want to hear it again and again and as soon as you get close to figuring it out, you realize it slips away. Because the Beatles figured you out. They want you guessing. They want you in the dark. They want you to wander in the luxury of mystery.
But the lesson is so often lost. Today, marketers tell all the facts. Nothing is left to the imagination. There are no palettes. Just incredibly suffocating detail. And not a single person wants that. They may say they do, but they prefer, in their hearts, to have blanks they are free to fill in, to speculate on, to dream of how they will take a product or service and make it their own. Impose their own story on it. Forget the facts marketers.
Bring on the fantasy. That’s what sells.