One of the hallmarks of a Lovemark is Mystery. Chapter 8 deal with this.

"Most businesses are obsessed with downplaying mystery. They are determined to frame the world so it fits their own system and processes." No wonder they find it hard to communicate! Where is the mystery, the interest, in diagrams and specifications? "As long as people have aspirations and goals and dreams, they will always crave Mystery. Who heard of anyone craving... Statistics?". The great thing about Mystery is that it is beyond rationality, beyond calculation.

Mystery high five:
1. Tell your stories - Stories are how we explain the world to ourselves and give value to things we love. We all know how a great story at the right moment can change our minds or release that vital "Oh-now-I-get-it."
"A picture may be with a thousand words, but terrific stories are right up there with them."

2. Use your past, present, and future. Why do we try to shake off our organization history like it something dirty. We can learn a lot from history, and there is also a great mystery in the heritage of history.

3. Tap into dreams. "Brands wasted years fixating on information, boring people rigid with stuff they didn't want to know." "Listening to dreams is a powerful way of showing people that we understand their desires and can transform them into delight". Then there are dreams that inspire business...... "If you can dream it, you can do it!". Small things can make all the difference. "If you think your too small to make an impact, try going to bed with a mosquito."

4. Nurture your myths and Icons. Massey over the last 10 years discarded its crest and went for a much more 'funky' logo. Only to find some years later that no one identified with the 'funky' logo. They went back to the crest and the identity and mana associated with it returned.

5. Build on inspiration. Inspiration is defined here as "A sudden brilliant or timely idea". "I believe the most important thing an adult can do for a child, any leader can do for his or her people, and produce can do for its owner, any event can do for its audience, is to inspire them."