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One of the first things you learn in sales is this: People don't really buy products; they buy what products make them feel. In our world, almost everything we see is something that has been or will be sold. As a media product, American Idol has truly been the unquestionable measuring spoon for this theory.

So what is it that Idol makes us - the ordinary - feel? Aside from some feeling of connectedness to all the glitz and glamour that most viewers will only see on a television screen, the show sells something every warm-blooded human needs ... promise.

During auditions, the viewer begins to take a journey with contestants. We howl in laughter as popular curmudgeon judge Simon Cowell delivers his grim condemnation of what he has described as singers who are "an utter mess." We watch Randy Jackson and Paula Abdul choke back laughter or fight against stupefaction. We learn that some people in our world simply can't sing - and don't KNOW they can't sing. After those rounds of auditions are done, what begins to shape is a reasonable competition - one in which the best PROMISE has been culled from thousands of clunker tryouts. The best of the clunkers make it to Hollywood.

In Hollywood, Idol contestants must take it up a notch. They are not only judged on their ability to deliver a strong vocal performance, but they are also evaluated on their reasonable capabilities as members of teams. They must sing in groups and harmonize (in the song and in the singing situation). They must quickly learn song lyrics. They must be able to take constructive criticism and use it to improve their performance. They must learn to function on high stress, little sleep, swift change - all in an atmosphere of pleasant distrust. They root for everyone because they've begun to build relationships, but none of them must forget that this is still a competition.

The next elimination round takes the contestants to the actual competition. They are on a stage before an audience (seated and viewing), judges ... they are truly on stage if they've made it this far. The goal - to eliminate all remaining contestants down to a final twelve - becomes one that the entire country is invested in. Favorites emerge. The unfavorable are singled out. You can even tell when the professional stylists arrive on set and begin to fashion the contestants' new looks. They are more polished, have sharper rags to sport and come out in more glittery makeup. Some very skilled people behind the scenes are helping them step

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