“It’s not what you get, but what you think you’re getting…” Carlo Centeno
I‘ve said and used that one epigram countless times when teaching, when conveying nuances about branding, attribute positioning and when attempting to make sense of features and benefits not only in marketing, but across all that is Life, mine and others.
The holidays are tough for many. I’m not alone in this. Funny how art, music, literature, et al have a way of refocusing one’s POV. That POV may be for one moment, but it’s enough to shake you and pull yourself together to help find the best things within the moment at hand. And “best” does not have to be anything grandiose; small gems can be just as grand.
So on those days, when I think I’m getting blasted by the commercial beasts of the season, I remind myself of my aphorism above and recall the lyrics to this song, “Watching the River Run,” a timeless salve created by Kenny Loggins and Jim Messina.
If you’ve been thinkin’ you were all that you’ve got
Then don’t feel alone anymore
‘Cause when we’re together then you’ve got a lot
‘Cause I am the river and you are the shore
And it goes on and on, watching the river run
Further and further from things that we’ve done
Leaving them one by one
And we have just begun, watching the river run
Listening and learning and yearning to run, river, run
Winding and swirling and dancing along
We passed by the old willow tree
Where lovers caress as we sing them our song,
Rejoicing together when we greet the sea
And it goes on and on, watching the river run
Further and further from things that we’ve done
Leaving them one by one
And we have just begun, watching the river run
Listening and learning and yearning to run, river, run
Carlo Centeno 