Mystery

Keep matters for a time in suspense. Admiration at their novelty heightens
the value of your achievements. It is both useless and insipid to play with
your cards on the table. If you do not declare yourself immediately, you arouse
expectation, especially when the importance of your position makes you the
object of general attention. Mix a little with everything, and the very mystery
arouses veneration. And when you explain, do not be too explicit, just as you
do not expose your inmost thoughts in ordinary conversation. Cautious silence
is the sacred sanctuary of worldly wisdom. A resolution declared is never
highly thought of - it only leaves room for criticism. And if it happens to
fail, you are doubly unfortunate. Besides, you imitate the divine way when you
inspire people to wonder and watch --Balthasar Gracian

Whenever you are trying to sell an image, it is best to create a feeling of mystery. By leaving out some information, you allow peoples imagination to fill in the blanks. In a time where so much has been explained by science, it feels good to have something unknown.