Ronith Sharmila

Friends,

We live in a world that celebrates speed. Instant coffee. One-day shipping. On-demand entertainment. It seems like everything is designed to give us what we want, when we want it. But here’s the curious thing: the moments we cherish most are often the ones we’ve had to wait for.

Think about it. The thrill of counting down to a vacation. The sweet agony of waiting for your favorite band’s next album. The excitement of an Amazon pre-order finally arriving at your doorstep. That stretch of time between wanting and having isn’t wasted it’s the time where anticipation builds, and with it, a sense of value.

This is what I call the ‘sweet tension’. The space where desire simmers before it’s satisfied. While modern life pushes for speed, it turns out that making people wait, intentionally and strategically, can make the reward feel richer, more meaningful.

Why does waiting work so well? Because our brains are wired for it. Anticipation triggers dopamine, the chemical that makes us feel good. But here’s the twist: dopamine doesn’t just spike when we get the reward. It’s released as we expect it. That’s why the buildup to an event whether it’s a Black Friday sale or the latest iPhone launch often feels just as exciting as the moment itself.

The best brands have mastered this. Apple turns its product launches into global events, teasing new features long before the devices hit shelves. The Hermès Birkin bag? It’s not just a handbag; it’s a multi-year waitlist experience. That waiting period transforms the product into something more a symbol of exclusivity and desire. The wait isn’t the downside; it’s the magic.

But here’s where it gets tricky. The sweet tension only works when it feels intentional, not frustrating. A carefully timed pre-launch? Brilliant. A slow website during a flash sale? A disaster. The difference lies in the story. Brands that embrace waiting as part of their strategy need to make the wait worth it. Sneak peeks, countdowns, or behind-the-scenes updates can keep excitement alive and remind customers that they’re part of something bigger than just a transaction.

Ultimately, the wait isn’t just about the product. It’s about the story we tell ourselves during that time the build-up, the longing, the moment of triumph when it finally arrives. The waiting period transforms what might have been a simple purchase into a memory, a connection, a moment that stays with us long after the product is in our hands.

So, here’s the thought I want to leave you with: in a world that’s racing to be faster, maybe the secret isn’t in eliminating the wait it’s in embracing it. Because sometimes, the best things in life aren’t instant. They’re worth the anticipation.

Godspeed,

Ronith Sharmila