Finding Wonder - One Donut (or Temple) at a Time
Is Wonder Marketing a Real Strategy? (Spoiler: Yes, and It’s Brilliant)
Hello beautiful souls!
Happy Thanksgiving and welcome to our little corner of the written world where we learn a little, reflect a little, laugh a little, and embrace the multidimensional nature of our human experience - those things that lie within and around us, beyond the mirror.
This week, we’re taking a different approach to the Beyond Your Mirror Newsletter - making each week a focus rather than multiple ideas in one. Would love to hear your feedback!
Thank you for joining me on this journey - let’s explore together!
Warmly, Sharon
It’s a reminder that sometimes, magic isn’t about spectacle, it’s about stepping into someone else’s joy and finding a little of your own.
I’m making up a new business term, Wonder Marketing. While it may not be a formal concept, it’s one that’s been quietly driving some of the most iconic brands and campaigns around the world. At its heart, Wonder Marketing is about creating experiences that evoke awe, curiosity, and a sense of magic—moments that make people pause, relish in a moment, and say, “Wow.”
Unlike traditional marketing, which often focuses on functionality or efficiency, Wonder Marketing appeals directly to emotions and imagination. It’s about designing an experience that feels bigger than the product itself, one that leaves a lasting impression because it connects with something deeper.
It taps into the principles of childlike wonder - engaging the senses, sparking curiosity, and making people feel something extraordinary. When done well, it doesn’t just sell a product, it creates lifelong memories. Beyond anything though, it has to come from a place of honesty, because an experienced customer knows when it’s a gimmick versus the real thing. Let me share with you the story of a local business that made me feel that special sense of wonder and inspired this musing!
When a Business Gives you the Feels
Have you ever stepped into a space and immediately felt the energy of the person who dreamed it up? It’s like walking into someone else’s daydream, the kind where every detail has been loved into place. That’s the magic of stepping inside a business born out of pure passion. Over the past few months, I’ve been frequenting a place that gives me all of these “feels” - Dulce Dough on St. Simons Island, Georgia. The emotions I feel when being here are palpable, and I wanted to explore what made it feel so special.
It’s a bakery that presents less like a shop and more like a warm hug from your childhood. Imagine stepping into what could only be described as your grandma’s kitchen - but with better lighting and donuts so good they practically shimmer in their glass case. The place is a paradox: tall ceilings that make you feel like anything is possible, but also cozy counters that anchor you in nostalgia.
Walking into Dulce Dough, you can tell it’s not just a bakery - it’s a love letter. A space that whispers, “Stay awhile. You’re home.”
The Joy Is in the Details
It’s not just the donuts, though they are little clouds of happiness. It’s the blue, red and white touches throughout, the echo of vintage charm, the layout that invites you to peek behind the scenes. You catch glimpses of bakers in the back prepping pastries or hear the cashiers exchanging orders in a sing-song voice. You’re not just watching the show - you’re a part of it.
On one visit, I saw the owner leading a group of elementary school students (all with their aprons on) through the shop. She wasn’t just showing them how donuts were made; she was telling her story - the inspiration behind the décor, the care behind every choice. Her passion filled the room, and I realized that the joy she felt was genuinely reflected through every choice.
A Hallmark Moment in Real Life
And then there’s the feeling. Walking into Dulce Dough feels like stepping into a Hallmark movie. You half-expect a whimsical montage to start playing: sunlight streaming through the windows as you sip your coffee, locals chatting happily at the counter, a cheerful baker emerging from the kitchen with your breakfast sandwich.
It’s almost too perfect - like a world where everything slows down and life is just a little sweeter. The kind of place where you could imagine running into a long-lost friend or writing the next great novel, fueled by the warmth of the space and a sugar high from the best maple-glazed donut you’ve ever had. It’s the fantasy of small-town charm brought to life, and it works because it doesn’t feel forced. It really does feel like love.
The Invisible Effort
When a business is driven by love, the effort behind it becomes invisible. The experience feels effortless because someone cared enough to make it that way. The owner’s joy trickles down into the employees, the food, and even the air. The whole environment supports that feeling - it’s community-driven, emotionally engaging, and steeped in humanness.
This isn’t just good customer service; it’s a masterclass in what I’d call authentic - “wonder” marketing. Most businesses struggle to achieve this because joy and passion aren’t things you can fake. They show up, or don’t, in every detail.
The Secret Sauce
What Dulce Dough does so well is transport you. Standing at that counter, watching donuts take shape, you’re not just buying dessert. You’re buying a memory. You’re eight years old again, eating a powdered donut with sticky fingers, not a care in the world.
That’s the secret sauce: businesses like this tap into feelings most of us didn’t even realize we missed. The familiarity. The coziness. The fleeting sense of wonder we lose as we grow up.
When joy and passion drive a business, the customer experience becomes so much more than a transaction. It’s a connection. A reminder that someone, somewhere, poured their whole heart into creating a space where you could pause, smile, and feel cared for.
It’s a reminder that sometimes, magic isn’t about spectacle, it’s about stepping into someone else’s joy and finding a little of your own.
Do you remember the last time you felt wonder? Not mild interest, but full-on, wide-eyed, can’t-stop-smiling wonder? It might’ve been a sunset that looked too perfect to be real. Or the feeling of opening a book that pulled you into a new world. Or even a donut shop that somehow transported you back to the magic of being eight years old, standing on your tiptoes to peek over the counter.
For me, that sense of wonder often comes most vividly when I travel. There’s something about stepping into a place that feels entirely new—the way the food smells different, the colors of the buildings, the rhythms of life that are unique.
I felt it most when I visited Cambodia and Thailand. I’d traveled plenty before, but stepping into places so different from anything I’d known, awe-inspiring Angkor Wat, the intricate temples, the unique architecture and vibrant culture - awakened something in me. It wasn’t just the sights that grabbed me. It was the feel of the air, the sounds of people speaking a language I didn’t understand, the tastes of dishes I’d never encountered before. Everything about it engaged my senses in a way that reminded me of being a child, when everything was new, and every discovery felt extraordinary.
That’s when I began to consider: is it the newness that creates that spark of childlike wonder, or is it the fact that, in moments like these, we allow ourselves to be fully present? When our senses are engaged—taste, touch, sight, sound, smell—our minds seem to quiet, and we feel connected to the experience in a deeper way.
Why Wonder Matters
Wonder isn’t just a fleeting emotion—it’s a mindset. It reminds us to slow down, to look up, to find joy in the little things we often rush past. And when we tap into wonder, it ripples outward:
It sparks creativity by helping us see things from fresh perspectives.
It strengthens connections by inviting us to share meaningful, joyful moments with others.
It grounds us in the present, where life actually happens.
But there’s more to wonder than just emotions. Studies in neuroscience suggest that when we engage our senses - really focus on what we’re seeing, hearing, tasting, and touching - we activate parts of our brain associated with curiosity, memory, and learning. The sensory experience literally lights up neural pathways that help us feel more alive and connected.
It makes sense, then, that when we immerse ourselves in new environments, we open a floodgate of sensory experiences that pull us out of autopilot. Suddenly, we’re not just observing life; we’re living it.
Of course, not everyone has the opportunity to hop on a plane and explore a foreign country every time they need a spark of joy (though, wouldn’t that be nice?). But the beauty of wonder is that it doesn’t have to be tied to something grand or far away. Here are 5 impactful questions to help your business dive into the strategy behind Wonder Marketing:
What emotions do I want my customers to feel when they interact with my brand, and how can I design experiences to evoke those emotions?
(This ensures your marketing is intentional and rooted in emotional connection.)What small, unexpected details could I add to surprise and delight my audience at any stage of their journey?
(This focuses on creating memorable moments that stand out.)How can I tell a story about my product, service, or brand that invites my audience to see themselves in it?
(This helps you craft narratives that resonate deeply with your customers.)What sensory experiences - sight, sound, touch, taste, or smell - can I incorporate into my product or marketing to make it unforgettable?
(This connects your brand to the senses, making it more engaging and unique.)What part of my business feels magical to me, and how can I share that magic with my customers?
(This leverages your passion to create authenticity and wonder for your audience.)
Whether you’re standing at the foot of Angkor Wat or at the counter of a bakery like Dulce Dough, there’s something profoundly grounding about letting yourself be awed by the world around you. We spend so much time trying to “get it right” in life—at work, at home, in our relationships. But sometimes the most meaningful moments come not from doing but from feeling: the awe of a perfect moment, the spark of inspiration, the quiet magic of being present.
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