One icy night in March 2010, 100 marketing experts piled into the Sea Horse Restaurant in Helsinki. They had the modest goal of making a remote and medium-sized country a world-famous tourist destination. The problem was that Finland was known as a rather quiet country, and the Country Brand Delegation had been looking for a national brand that would make some noise.

The experts puzzled over the various strengths of their nation. Here was a country with exceptional teachers, an abundance of wild berries and mushrooms, and a vibrant cultural capital the size of Nashville, Tennessee. These things fell a bit short of a compelling national identity. Someone proposed that perhaps quiet wasn’t such a bad thing. That got them thinking.

A few months later, the delegation issued a slick “Country Brand Report.” It highlighted a host of marketable themes, (but) one key theme was brand new: silence. As the report explained, modern society often seems intolerably loud and busy. “Silence is a resource,” it said. It could be marketed just like clean water or berries. “In the future, people will be prepared to pay for the experience of silence.”

People already do. In a loud world, silence sells. Noise-canceling headphones retail for hundreds of dollars; the cost of some weeklong silent meditation courses can run into the thousands. Finland saw that it was possible to quite literally make something out of nothing.

The next year, the Finnish Tourist Board released a series of photographs of lone figures in the wilderness, with the caption “Silence, Please.” Eva Kiviranta, who manages social media for VisitFinland.com, explains “We decided, instead of saying that it’s really empty and really quiet and nobody is talking about anything here, let’s embrace it and make it a good thing.”

Possible Preaching Angle:

The Bible also emphasizes the need for occasional restful silence in our pursuit of God. Prayer (Luke 5:16), seeking God’s will before making decisions (Luke 6:12), and rest from a busy ministry (Mark 6:31) all led Jesus to model withdrawal to quiet places (Matt. 14:13).