I’m seeing eggs everywhere this week.
Seth Godin’s amazing new book, What to Do When It’s Your Turn – which you can still order and share here – has a great parable about his 8 egg white omelet. It is a story about the slippery slope of compromise and the taste of fresh herbs, and his omelet is fabulous enough to convince a skeptical food critic that there is, in fact, such a thing as a “delicious egg white omelet.”
Then I came across this video about how to make a scrambled egg without breaking the shell.
And Tim Ferris has a video that was seen more than six million times (six million!!) about how to peel an egg without really peeling it. The video is completely unremarkable and downright boring until 0:50 in, when Tim blows on the egg and it jumps out of its shell.
That one-second moment, and its contrast with how dull and under-produced the video is, encapsulates what makes stories and videos spread: a tiny instant of “wow” that gets someone to share it with a friend with a “you gotta see this” message.
If we can create “wow” around peeling an egg, surely we can create it around the important work that we do.
The first step is to stop sanding off the edges; the big leap is figuring out out how to create a moment that shows that the impossible is, indeed, possible.