Anticipation > Fulfillment

Remember the worst part of Christmas as a kid? Answer: the day after.

Personal confession: I’m suffering through the worst part of the year…suffering, for 3 primary reasons.


1. It’s hot and muggy. This leads to mosquitos and higher electric bills.
2. It’s baseball season…JUST baseball season.
3. Every decent show on television decides it’s time to take a hiatus until September.

You see the issue here? I’m suffering. But there’s redemption in this sob-story. Countdowns. I’m counting down the days to cool weather (which are typically accompanied by Christmas cups at Starbucks, fireplaces and warm weather clothes). I’m counting down the days to football and basketball seasons (which have about 3 months of overlap – horrible planning there). I’m counting down the days to Mad Men, Parenthood and, ehhemm, Biggest Loser lighting up my tv again. There’s joy in anticipation. But the picture I paint in my mind won’t come fully to life.

In the middle of my Saturday afternoon football game in November, my anticipation leaves out minor details like kids not wanting to take naps, work pressures, etc, etc, etc. Even IF living it out is everything I hoped it would be, it’s short-lived…then it’s over. Anticipation is better than fulfillment. It’s more fun. Remember when the JJ Abrams movie, Cloverfield, came out a few years ago? The interactive microsite, the videos, the games all tapped into the fun of anticipation. The movie was decent but didn’t come close to the fun or duration of the anticipation.

Don’t forget how much our audiences crave anticipation; even if they tell you they’d prefer immediate fulfillment/gratification.