The Law of the Presentation

There is a law that governs whether a thing is received. It is not the law of effort and it is not the law of talent. It is the law of Presentation.

Presentation is the act of setting a thing before the eyes of another so that it can be seen, understood and wanted. A woman may hold gold in her hand and still go hungry if she never presents it. A business may be excellent and still be ignored if it is never set before the right eyes in the right light.

But hear the order, because the order is the law. First you endear. Then you exhibit. A baby is cute before it is capable — and being cute is what draws the whole household to care for it. That is not vanity, that is design. Endearing is how a thing gets carried while it is still small. If you exhibit before you endear, you present a wall instead of a window, and people admire it from a distance and walk on.

So the Adventure CEO begins here: she is cute, she endears, and what she has to work with is originality. That is enough to be profitable. The Architect CEO becomes classic, she exhibits, and what she has is something original. And the Sovereign CEO is consummate, she epitomizes, and what she holds are originals — many of them, each with its own identity, each one bearing her mark.

That is the whole ascent hidden inside one law: originality becomes an original, and an original becomes originals.