Box

Monday, 27 May 2002
For the man
that does not fit
into a box!
This cry is directed at me. The caller walks towards me with a pile of brochures in his hand.

Hmm, why me? Do I look like someone that does not fit into a box? Yes, indeed, his description fits me, at least until I realise it is a contradiction in terms.

  • His slogan is in Dutch, obviously not targeted at the many tourists here in Gouda.
  • "For" is a limitation, it seems the leeflets are not meant for opponents of the out-of-a-box-thinkers.
  • Man promptly excludes 50% of the rest.
  • The box's boundaries are completed by that does not fit into a box.
What am I to do?
  1. Ignore his slogan, suggesting that I do fit into a box?
  2. Accept the folder and step into his target group box?
What would have been a good paradox-free slogan?
Against the man that does not fit into a box?
It nicely avoids the paradox, but targets exactly the opposite of the desired target group.
Against the man that does fit into a box?
No, opponents of your opponents are not necessarily on your side.
   
R 
   
    
For the man that fits in two boxes?
No, the more boxes the smaller the space.
For everybody?
Well, that does away with all boxes, but it is too wide a definition.
It takes me several minutes to find the ultimate slogan:

For the man
that does not want
to fit into a box!

Well solved, if I may say so myself. The paradox is not there anymore: Not wanting to fit into a box does not go with fitting into a box, but does not exclude it either.

At the end of this train of thought I have long since passed the brochure distributor. Shall I return to delight him with the improved slogan? No, why should I? I enjoyed the puzzle he gave me. He may amuse more people with his current slogan. Let there be hope!

Till next week,
Nut