What is it? Its it!

A great case of cosmic convergence, or coincidence, your choice. I was listening to Faith No More’s Epic this morning when I read this post on Seth’s blog in which he riffs that consumers will always be asking “Is that it?” when faced with even the best of products or services. He then turns this into a cause for marketers and companies in general to strive for more, to be able to reply to “is that it?” with “No! There’s more!”. However, this isnt just a question our customers ask us, its what every great person asks itself. Great companies that after desigining a good product (or service) go on to ask themselves “Is that it?” and then turn it into a great product. Its what great thinkers, statemen, activists and businesspeople always ask themselves. Is that it? Is that all i can give?

When you are about to launch something into the world, a product, a service, your sales pitch, your story, ask yourself is that it? Truth is it will never be it, when it comes to talent and imagination it should never be it. You should feel a bigger hunger for that which is better, bigger than that of your customers. Faith No More said it best: You want it all but you can’t have it, Its in your face but you can’t grab it. What is it? Its it.