Gift wrapped
A wrapped present is transformed when it is opened. Anticipation turns into information, and frequently, one is worth far more than the other.
Too often, we overlook the value of imagination and dreams and the _____. We figure, as marketers or managers or leaders or engineers that all we have to do is meet the spec, fill in the blank and we can prove we did a good job.
Often, though, the story a person tells herself is worth more that the object itself.