If you believe most global media, in less than 24 hours we will all witness one of the landmark historical moments of the past century: the Royal Wedding of Prince William to Kate Middleton. The importance of this wedding goes far beyond engaging those with an extended case of royal fever, though. Photographers are angling for the perfect career-making shot. Fashion designers are enjoying the spotlight as they get interviewed about the glamour of the event. Everyone, it seems, wants their own piece of the global hysteria around the wedding.
Over at the Harvard Business Review website, writer Rosabeth Moss Kanter made a convincing argument for the business value of the wedding and "Why CEOs Should Watch The Royal Wedding." One interesting effect of this attention on so many levels is that it has demonstrated a value in the little things which so often go unnoticed. For a brief moment, while the Royal Wedding captures the attention of the world … the insignificant will take center stage. Who designed Prince Wiliam's cufflinks? What will the royal horses be fed? How long is the red carpet?
Each of these alone are completely trivial questions but in the context of a frenzy of excitement, they add dimension to an event that everyone can be part of. You may not camp out for days outside Westminster Abbey to secure a good vantage point for the wedding, but you can surely enjoy a bit of the trivia and perhaps even share it with your social network.
The Royal Wedding is reminding us that insignificance can be a form of social currency. When you know the secret of Prince William's cufflinks (whatever it may be), you are likely to share it wth others. And this effect is not just confined to the Royal Wedding either. The thing about insignificance and trivialities is that we often cannot help sharing them with others.
The brands who do a good job of sharing these types of stories (from the meaningful to the insignificant) are the ones who can more effectively arm their most passionate customers and believers with intesting ideas and content to share.
In other words, insignificance matters.