Vacant

"Sometimes skulls are thick. Sometimes hearts are vacant. Sometimes words don't work." James Frey

We were with some friends at their home when the host pulled out a bottle of wine. Admitting that he had never before tried this particular one he opened it, poured a taste and declared "vacant". I tasted it and realized his description was perfect. It wasn't bad, it wasn't good, it wasn't unpleasant, it wasn't distasteful, it wasn't bold, it wasn't weak, it was "vacant". Vacant of flavor, vacant of substance, vacant of body, just vacant.

I've been around a lot of wine people over the years. I have to admit I've never heard the word vacant used to describe a wine. But it was so accurate for this particular one that it needs to make the list of descriptors.

This got me thinking about the word "vacant" and what a hard word it is when used to describe something. In a lot of ways it's worse than saying something is bad. Bad oftentimes is a matter of opinion and what some see as "bad" others see as "good". Sour vs. sweet. Left vs. right. Dark vs. light. All have a redeeming value to some people. But not vacant. Vacant is void and demands redemption.

Anything vacant demands to filled. Vacant buildings need tenants. Vacant parking lots need cars. Vacant stadiums need fans. Vacant minds need activity.

If you have a business the worst thing you could ever have to combat would be a product or service that was vacant. Or even if you're solution has merit your message is vacant. One so bland it doesn't even offend anyone. It's normally not good policy to irritate people but it still is better than delivering something vacant. Something so neutral and beige that no one notices.

Don't be vacant. Be bold and flavorful and colorful and intense. Yeah, some won't like it but even the one's who don't will at least have noticed.