Familiarity and Continuity

I love coming to Starbucks. Whenever I'm in a new place, my eye is always on the look out for the recognisable white crowned mermaid on green logo. Like a beacon of light, it beckons me to come and sit and relax. From the outlook to the beverages and everything else, it's all the same. You can expect the same service, the same ambience, the same chairs and tables, the same internet name (or close enough). It is familiar and gives me a sense of continuity that even though I'm in a new place, I will still be able to have my Hazelnut Latte the way I like it. 

That is what makes a successful franchise. Familiarity and continuity. Whoever came up with the idea of franchising had the future in mind. But apart from that, it has become an essential part of the modern lifestyle. Most people expect themselves to go traveling at least once a year. And when they arrive at their destination, they expect to see the popular and famous brand names., thinking that because they are so famous, it is only natural that everyone knows about them. 

"Starbucks? What's that? Some online game currency?", "Is A&W root beer alcoholic?", "Is that Baba John's or Papa John's?" ... The shock that comes to one's face when they hear these kinds of ridiculous comments is funny. To some, it is unthinkable that there would be anyone in the world that has never heard of McDonald's or Starbucks. But I'm getting ahead of myself. 

What was on my mind right now is that familiarity and continuity are essential in any person's life. It brings meaning and stable ground. It reminds a person where they come from and who they are. It's not only about brand names but it could be physical aspect like a house, mall or training ground. It could also be psychological aspect like tradition and religion. Emotional aspect like a Sunday school song or a love letter. 

Whatever they are, it is good to reflect on them once in a while to remind yourself of something familiar so as to bring continuity in your life. Most people are 'lost' because they have forgotten, either by will or by circumstance, the familiar things of the past. 

As the ancient Maori proverb says, "We walk backwards into the future, our eyes fixed on the past."

Application: Do take some time now and look at things around you. What are some familiar things around you? A picture? A song that's playing right now? A book? A friend? Then close your eyes and ask yourself what is familiar about them? It'll be good to write down your thoughts.