Build-up: (n) a gradual accumulation or increase
When the project fails, in retrospect, we call it “hype.”
How much advertising is really necessary to propel a good idea?
How much money do we need to spend to advertise quality?
How much recognition is achieved by shouting things from the housetops?
It is the nature of the human race to be picky and to appear disappointed.
So if you advertise the “best tacos in San Antone, Texas,” very few people will agree and admit, “That was the best taco I ever ate.”
Instead, you will be inundated with descriptions of other tacos they’ve enjoyed, or worse, suggestions on how you could make your taco better, so your advertising would coincide with the product.
For instance, I think we would have a more successful democracy in America if we had less build-up.
- Why do we have to be the “greatest nation on Earth?”
- Why do we have to be superior in every way?
- Why do our missiles have to be more powerful?
- Why do we think our athletes are more attractive or healthier?
- Why do we think our women are fairer than those in the Middle East?
What have we really achieved as a nation, a people or even as individuals, through build-up?
Because just as soon as you try to convince someone that you’ve found the best … they will start looking for better.