Chapter 1: The Enigmatic Paulo Coelho

Paulo Coelho stands out as one of the most widely-read authors in history, yet his peculiar habits often raise eyebrows. He is affiliated with a mystical Catholic group known as RAM and is never without holy water from Lourdes, which he consumes each morning to foster a divine connection. His pilgrimage along the Camino de Santiago was driven by his personal legend, while each January, he searches for a white feather before commencing a new writing project.

This eccentricity piqued my curiosity, prompting me to question the rationale behind his rituals. In a revealing interview, Coelho shared a profound insight that transformed my perspective:

“It’s easy to overlook rituals and impoverish our lives, believing that only the tangible matters. We have lost touch with the sacred.” — Paulo Coelho

This statement resonated deeply, reminiscent of the thoughts penned by Franz Kafka. In his notes, Kafka articulated, “There are two deadly sins from which all others arise: impatience and slovenliness. For impatience, we were expelled from Paradise; for slovenliness, we shall not return.”

In our relentless quest for efficiency, we often neglect the significance of myths and rituals, dismissing them as mere superstition. Yet, these ancient practices are, in fact, a form of technology—a means to perceive life through a lens of magic.

Section 1.1: Embracing the Magic of Life

“Readers are akin to spectators at a magic show. Some seek to uncover the trick, while others wish to be enchanted. I belong to the latter group.”

This quote, from the esteemed Argentine writer Rodrigo Fresan, reminds us that, despite the presence of tricks in magic, it brings wonder, joy, and a renewed sense of purpose. Coelho encapsulates this sentiment: “If you can infuse your life with magic, why not? It will transform your actions and alter your perception of reality.”

Subsection 1.1.1: The Rituals of Consumerism

Brands recognize the profound influence of ritual. Toni Segarra, the iconic advertising figure behind BMW's campaigns, recently discussed this in a podcast. He recounted a personal experience at Sephora while purchasing cologne.

Upon attempting to pay, he was directed to the Christian Dior counter, where the staff took their time to wrap his purchase. This experience, marked by personalized service and a ceremonial atmosphere, made him feel uniquely valued.

The takeaway? Even in a society that often pushes for conformity, we are all unique. Brands harness this understanding, and we should too.

Chapter 2: Personalizing Your Rituals

Every routine in your life can be viewed as a ritual. By infusing your daily practices with magic, you can enhance your well-being and cultivate hope for a fulfilling day ahead.

Consider the ritual of a first date—those delightful moments where anticipation builds and connection flourishes. Similarly, think about the ritual of going to the movies, where the collective experience of watching a film in a theater transforms it from a solitary activity into a shared adventure.

Ultimately, we can choose to approach life with or without magic. To add that enchanting touch to your existence, it requires a commitment to being present, as Eckhart Tolle suggests. It is in this “magical” present where we can truly appreciate life.

Conclusion: The Enchantment of Life

Living with magic enhances our experience, and this magic is merely a deliberate approach to existence. It envelops us, waiting for us to recognize it. As Paulo Coelho wisely states, “There is a symbolic universe all around us. And sometimes we can touch that symbolic universe.”

A virtual hug,

AG

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Alberto García ??? - Medium