"And what went wrong when other alchemists tried to make gold and were unable to do so?"
"They were looking only for gold," his companion answered. "They were seeking the treasure of their Personal Legend, without wanting to actually live out the Personal Legend."
But the really fundamental problem with desiring the unattainable is that as soon as you actually get it, it stops being unattainable. If we cannot take joy in the merely available, our lives will always be frustrated.
A few nights ago, I was looking at the moon and I thought, “I’d like to read a cultural history of the moon.” I googled, and there it was. My friend Matt said, “Ideally, that is exactly how one should find everything they read…and write.”
It’s really that simple. You find the books you want to read… and if you can’t find them, you write them.
I’ve been looking at this chart a lot over the past few weeks.
It shows us that print ad budgets were doing just fine all the way though the first decade or more of the consumer internet. There was even a little spike upward for the Dotcom bubble. Then the financial crisis and recession of 2008/9 caused a step change down, but when the crisis was over the budgets didn’t come back. Instead, the market had been reset, and budgets have been falling steadily ever since.
You might call this the Will E Coyote effect - you’ve run off the cliff, or the cliff has disappeared from under you, but there’s a brief moment while your legs windmill in the air before gravity kicks in. It can take a while for the inevitable to happen, but then, as Lenin pointed out, you get a decade of inevitable in a week.