My wife and I just spent a long weekend in Paris. Though both of us have been there many times before, it’s always an enjoyable experience to visit the Louvre museum, the City of Light’s gargantuan temple of arts.
It is said that all roads lead to Rome, but inside the Louvre all signs seem to direct you to Leonardo Da Vinci’s Mona Lisa. And what’s more, a significant part of the visitors inside the museum look as if they have come in (only) to follow these signposts and troop together in front of the famous portrait.
As there are about 35,000 other art treasures exhibited in other (and less frequented) parts of the 60,000 square meters large museum, I have often wondered why exactly this Mona Lisa painting is the most attracting object for so many tourists. Have they been inspired by perception or by suggestion?
My guess is that it is the story that is guiding them. The secret behind Lisa Gherardini’s mysterious smile. The lady’s eyes that seem to follow your around. The quest for the model’s real identity. The fascination for Leonardo’s intriguing personality.
In business it’s often the same. People just love stories. They like to be guided towards products and services that are interesting, compelling, intriguing… But as in the Louvre, there may also be lots of other hidden treasures to be discovered by the audience (and promoted by you). Each of them with its own story that’s waiting to be told.