Sometimes the simplest concepts are the hardest to see, but have the greatest impact on life. And so it is with Shiny Objects Marketing. One of two things usually happens when I explain the concept of Shiny Objects Marketing to people. They either give me a dumbfounded look and say, “ Yeah, so? ” as though they ’ ve known this principle all their lives and are wondering what the big deal is; or they let the thought bounce around in their heads for a few moments, congealing and gathering momentum and then suddenly light up as though they ’ ve just undergone a spiritual awakening. The latter “ gets it. ” The former has a lot of work to do to scrape away the obviousness from the glasses through which they view life. They are the same people who look at a sunset and simply see the sun going down, while the latter group sees a beautiful masterpiece of creation. The more you ’ re willing to give in to the notion of Shiny Objects Marketing, the more you will see fundamental and life - changing applications that this concept can bring to your everyday world.