The Non-Obvious Insights Blog. Non-Obvious Insights
The Non-Obvious Insights Blog.

Dedicated To Helping Readers
Be More Interesting
Since 2004.

As Featured In:

The Truffle Hunter's Paradox

I2m_blacktruffles Before making their way into dishes served by 5 star restaurants around the world, black truffles start their journey to the plate by being discovered and licked by a dog (or pig).  Is that the kind of delicacy you are interested in?  When you think about it, a lot of what we strive for or appreciate has questionable beginnings.  The history of blood diamonds is another such example where for many years most people did not know the truth behind their selling.  Throughout our world are delicacies, luxuries, status symbols and just plain products for which we are ignorant or would prefer to not know about the beginnings.  Yet in an increasingly transparent world where the "backstories" of products and entire industries are now being exposed intentionally and unintentionally – the time of this happy ignorance seems destined to end.  For some organizations, that brings another marketing opportunity and story to tell.  For others, it’s a PR fiasco requiring a full crisis management plan and (hopefully) a change in process.

As information continues to flow more and more freely about the process behind the products we purchase, it is already bringing an age of the "easily enlightened consumer."  That is, consumers who may not actively be seeking information about the origins of a product, but learn about them through easily accessible information online or word of mouth from credible sources they trust.  When consumers are easily enlightened, secrets are hard to keep.  And this turns out to be the true paradox for truffle hunters or sellers or any kind of highly sought after products or experiences.  The end product is no longer the only thing that matters.  How you get there makes a big difference, and may even be the difference between making a sale or losing it.

NOTE: This image of black truffles was purchased to use in this post from istockphoto.

4 thoughts on “The Truffle Hunter's Paradox”

  1. Is the emphasis on ‘easily’ or ‘enlightened’ Rohit? There’s a whole world of difference between the ability to discover ‘the truth’ and ‘truthiness’ online when it comes to the backstory. Credible sources they trust still may utilise the little known fact that 97.3 per cent of statistics are made up on the spot (fact!)

    I definitely agree that the journey is one of the most interesting and enlightening stories consumers and customers can look at to see whether they want to adopt the brand, and that no longer is it the case that ‘history is written by the victor’ – all sorts of histories can be constructed and be completely independent of each other. So enlightenment can still be a challenge, as much as assessing which religion is ‘the best’, as values are individual.

    Reply
  2. Hi Justin,
    You’re right – “enlightenment” is probably a loaded word. What I meant was probably something a bit less ambitious, simply thinking that people could be more easily informed and knowledgeable about the things that they buy. Enlightenment, as you rightly point out, is probably too meaningful of a word to describe what is usually happening. By the way, I think I recently read the actual number for statistics that are made up is closer to 93.7 percent … 🙂

    Reply
  3. Dramatic Smiles is the leading supplier to dental professionals worldwide. Dramatic Smiles offer safe and effective teeth whitening products to achieve caring results. Now any one can get whiter teeth instantly, with dramatic results.

    The teeth whitening gels provided by Dramatic Smile are the most effective and leading whitening gels in the market. Dramatic Smile offers cheapest teeth bleaching systems on the web, Dramatic smiles are so confident about their products that they guarantee better deals and are ready to beat any other offers on the web.

    Now, everyone can get safe and affordable whiter teeth, instantly, with the fastest and most effective teeth whitening system available today on the web!

    Dramatic Smiles have more then 30 years of experience developing and delivering top quality dental products to dentists and dental professionals world-wide. Dramatic Smiles were the first to manufacture 35% gel for the dental industry and the leading supplier of teeth whitening kits. The finest ingredients, such as, Kosher USP glycerin and USP grade Carbamide Peroxide are used by Dramatic Smiles. All the products are recommended and used by dentists!

    Following are the products developed and delivered by Dramatic Smiles:

    *
    35% Carbamide Peroxide Gel System
    *
    36% Carbamide Peroxide Bluelight Gel System
    *
    22% Carbamide Peroxide Gel System
    *
    22% Carbamide Peroxide Gel Refill
    *
    35% Carbamide Peroxide Gel Refill
    *
    36% Carbamide Peroxide Gel Refill
    *
    Thermo Forming Mouth Trays
    *
    35% Carbamide Peroxide Gel Trail Tube
    *
    Remineralization Gel

    Reply

Leave a Comment

The Non-Obvious Insights Newsletter. Non-Obvious Insights
Layer 97
The Non-Obvious Insights Newsletter
Layer 118

Skip the obvious and anticipate the future with our weekly newsletter. Join over 25,000 subscribers and start receiving the stories (and insights) you’ve been missing.

All Books

#1 WSJ & USAToday Bestselling Author

Rohit is the author of 8 books on trends, the future of business, building a more human brand with storytelling and how to create a more diverse and inclusive world.

Vector Smart Object

Contact

Have a Question or Inquiry?

Just fill out this form, and we’ll get back to you within 24 hours!

About You

What Are You Contacting Us About*:

Your Message