The gift industry taught us the power of packaging. Or should have. Upscale stores such as Sephora usually establish a whole function focused exclusively to wrapping purchases. A lot of ritual goes into it, creating an experience in itself. Shoppers leave the store euphoric to be carrying that package in their hands.
Yet, too many would-be influentials are ignoring the mandate that they have to package their ideas into what will get the right attention. Their books quickly tank on Amazon.com. Their in-person pitches to peddle their services to prospects elicit the Glaze-Over. Their written proposals for invitations to speak get tossed by the second paragraph.
Then there are those who understand the magic of packaging. Most don't have the time and/or the skills to conjure up the mystique themselves. That's exactly why public relations is such as high-growth industry.