The most successful entrepreneurs and marketers tell two stories at the same time. A shiny one and a deep one.
The shiny story is easy to notice, easy to enjoy, easy to spread.
The shiny story shines, you get to see it from a distance, it is the show-stopper, the loud one.
The deep story is fascinating, worth your time. It has texture and mystery and it lasts.
The deep story is subtle, it matters, it touches and moves your soul without making too much noise about it.
Most marketers choose to be just shiny.
Deep, it seems, is way too much work.
Davis is deep, Coltrane is deep, Esbjörn Svensson Trio is deep, Sade is deep.
There are plenty of artists who are shiny.
Is your business deep or shiny?