The essential quality of the boogie-man ó by Seth Godin

He doesnít exist.

This is what makes him the perfect creator of fear. An enemy with no defects, an affront for which there is no defense.

Critics and skeptics can bring up the boogie man because they know there is no acceptable response.

Except for one.

The boogie man doesnít exist. Thatís why heís such an effective example, and why you should ignore him. As soon as you look him in the eye, he vanishes.