A wow effect is relatively easy to achieve – if only because you can always throw money at the problem of making a show more breathtaking, more thrilling.
The thing is, though: a wow effect is rarely the point. When the show is over, when the wow moment is consumed, then what sticks? And for how long?
The aha effect is different. It’s what makes people care. It’s what makes people resonate with your message. It’s what makes people get what you have to say. The aha effect makes them see your point in a way they cannot unsee.
The thing is, though: an aha effect is something that money can’t buy. It requires effort. The effort of meticulously thinking it through and sweating the details. Of doing the hard work of empathy. Of walking in their shoes so you can speak their language. With clarity.
A wow effect can be a terrific tool to support an aha effect. To grab the attention that’s required to deliver an aha. But wow is never a means to an end. Wow is always a servant to aha.