The Rainbow

17 January, 2023

Imagine it’s a rainy day, and you’re taking a drive. The sun emerges, and you spot a rainbow.

“It’s a rainbow!” you shout to your family.

How can you prove it’s a rainbow, though? Can you slice off a piece of the rainbow and bring it into a lab? What would you see if you were to hold a microscope up to the rainbow? Only light and water droplets.

But we know there’s a rainbow. So how is that possible?

Because other people see the rainbow. People gather around, look to the horizon, and say, “Yep, that’s a rainbow!”

Gasping in awe at a beautiful rainbow is a shared human experience. It doesn’t matter whether a rainbow is “real” in the scientific sense.

Understanding this lived human experience — and speaking to it — is the key to creating marketing that resonates.

About the Author

Billy Broas

Billy is the founder of The Five Lightbulbs®.

He got into marketing his late 20's, when he left his career at an engineering company to run his online business. He’s consulted on messaging to top entrepreneurs, including Tiago Forte, Ryan Deiss, and Leila Gharani.

Billy lives in San Diego with his wife, their two children, and an abundance of tasty Mexican food.

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