One of Murphy’s laws says, “It doesn’t matter if something goes wrong. Perhaps it looks good.”
I suppose you’ve seen pictures of the camouflage paint job on World War I warships. They’re amazing. And they look really good. Usually accompanied by posts about abstractionism, illusions of perception, and how it all misleads the enemy.
In doing so, it is modestly silent as to why warships are now a dull gray color.
The reason is simple - blinding camouflage doesn’t work. But it attracts the attention of readers much more than a photo of a ship with the usual ballpark paint job.
In essence, it’s the Restorff effect-we pay attention and remember what stands out against the background of homogeneous objects. A lot of book titles also use similar kinds of contrast: “What is Good and What is Bad,” “War and Peace,” “Red and Black.
But coming up with a striking title for a book is easy. For a business, it’s harder. And not just naming it, but doing something out of the ordinary is scary. It is not only a step into the unknown, but an action that can lead to a loss of savings and bring down the quality of life.
Wanting to minimize risk, would-be entrepreneurs look for some “sure thing.” Something that is sure to work and they won’t go broke. As a result, they open a pizzeria and call it “Venice”. Only further on, their success depends more on the overall situation in the industry.
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