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Lightning & Thunder

Do you know how many times the word “Thunder” is mentioned in the Imagine Dragons’ hit single of the same name?

Close your eyes (so that you don’t see the answer below) and take a quick guess before you read further.

If you’ve heard “Thunder” before, I’m sure you’ve played that addictive song on repeat as it talked about lightning and thunder.

Interestingly, an analysis about this duo in the sky reminded me about a similarly intertwined pair in our lives – marketing and sales.

Lightning is often silent – like marketing, while thunder makes the noise, as sales does.

We rarely buy from a brand we do not know, or without a well-crafted offering or compelling pricing – all of which marketing does.

Marketing is the actual activity that causes us to buy, while sales is the transaction.

Similarly, lightning is the actual incident where a ray of light streaks across the skies at breakneck speed. 

In reality, thunder is merely the noise that light makes, although that is when most people visibly take action.

While lightning is the actual incident where a ray of light streaks across the skies at breakneck speed, thunder is only the noise that this light makes. 

Similarly, marketing is the actual activity that causes us to buy, while sales refers to the transaction.

People tend to look at lightning and exclaim “Wow!”, but run for cover when they hear thunder. 

Funnily, it should be the other way around! While lightning can actually strike and kill, thunder can’t claim anyone’s life.

But, thunder is talked about the most, just because it makes noise.

In fact in the song, thunder is mentioned a whopping 78 times in comparison to lightning, which is mentioned only 10 times – a ratio of 88:12.

Takeaway

Thunder makes all the noise, but don’t forget that it is lightning that actually makes it happen. 

Sales makes all the noise, but don’t forget that it is marketing that actually makes it happen.

How many times did you think “Thunder” was mentioned in this song? Do share!

Thunder is good, thunder is impressive; but it is lightning that does the work.

Mark Twain

Kurian Babykutty

CEO, 40 Parables

Kurian's a steward of storytelling and a keen observer of people, which is why he geeks out on making marketing meaningful.

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