Friday, June 5, 2026
Our world is so unwilling to hear the word “no” that advertisers and marketers have implanted themselves and their products right into our brains. If that doesn’t work, they go so far as to ring the doorbell of homes with a clear sign affixed to the doorpost which reads: “NO SOLICITATION.” It seems “no” does not apply in a world where the word is considered as offensive as stealing, cheating, or lying. Is the world so desperate for consumers that businesses are willing to barge in—ignoring wishes, disrespecting privacy, and fearing a loss of business?
The best businesses in the world are those that carry with them the reputation of being “the best secret in town.” They do no advertising. They have no fancy marketing. They just have the best spareribs and hushpuppies in the land. With no Facebook and no website, they rely on nothing but word of mouth—a grassroots mystique which catches fire and blazes like a virus. All the owner did was make her spareribs succulent and mouth-watering. She poured her heart and soul into perfecting that hushpuppy batter, and like a single ember, her love echoed through the land. It sounded from the deep, a call which began quietly and mysteriously.
If there is an air of mystique, curiosity will be whetted. One taste of your supreme quality is all it takes. Being desperate for customers and fearing the word “no” only douses your “big plans.” Rejection means nothing to those who know the secret of mystique. There are no loud bullhorns or skywriters—just love, smoldering in the caramelizing brown sugar on fatback in a backyard smoker.
Work on your recipe and perfect your skill. Get rid of your marketing and focus on making your spareribs and hushpuppies an orgasm for the taste buds.
Don’t toot your own horn. Don’t even have one!
Let others do your tooting! It’s far more effective, and it’s free.