You might not know J. J. Abrams. If you do, it’s official, you’re a nerd. He’s the genius who created and produced some of the best TV series (Lost, Alias) and the upcoming über-buzzed movie Cloverfield.

In another amazing speech from TED, the annual conference that brings together the world’s most fascinating thinkers and doers, who are challenged to give the talk of their lives in 18 minutes, J. J. shares his fascination for the Potential. Talks about the gap between what you think you’re gonna get and what you’re actually getting. It all started with a $15 box that his grandfather bought him and that he still hasn’t open, choosing to imagine what’s inside instead of knowing it.

MYSTERY > KNOWLEDGE
Once you know that, you have a better understanding of the way that the guy works and what inspires him. And he’s damn right! Do you really want to know the secrets of the island on Lost or would you rather keep coming up with theories? Do you really want to know what the Cloverfield monster looks like or are you ready to wait until you’re in the movie theater to meet the beast?

But isn’t it the same in Marketing? The wait and speculation before a Steve Job’s keynote is much more exciting than the post-keynote time when you can actually purchase the products that just got introduced. A teaser campaign will put imaginations to work, allowing viewers to fantasize about the brand behind it. The possibility of a tiny tiny projector as reported yesterday is more powerful and prone to discussion than the moment it’s gonna hit the shelves. And this works for you too: create some excitement around what you’re about to release, whether it’s a new product, a new site, a new book, your latest photo series, your consumers/peers/fans love to be teased and trust me, they’ll be your best PR people. And they won’t even charge you…