WHAT IS THE MOST BEAUTIFUL AND MOST POWERFUL VERB, TO CHOOSE.

 

THE MOST POWERFUL VERB, IS CHOOSE.

There are verbs that express the essence of humanity: to do, to think, to love, to create, to live. Each has its own strength, but none touches on the depths of choosing . Because choosing means giving concrete form to an intention, transforming an idea into a direction, a desire into a path.

Choosing means saying I. It’s the moment when we stop standing still and decide to take responsibility for our own steps, even when it might hurt, even when it leaves us alone. Freedom exists only if accompanied by awareness; otherwise, it’s a reflex, not an achievement.

Every choice, even the smallest, shifts the geography of our lives. Sometimes it opens a new path, other times it’s just an almost invisible nuance—but everything, truly everything, stems from there: from the courage to choose.

Yet, if we think about it, most of the choices we believe to be ours are never entirely ours. As children, we choose our parents, and they do it out of love. Then comes school, society, advertising, politics. All of them, in one way or another, direct us, push us, convince us.
We live inside a vast theater where the illusion of freedom is often just a well-constructed set.

Choosing, then, becomes a revolutionary act. A way to find our center amidst the noise. It requires listening, presence, silence. Only there, when everything else is silent, can we hear the most authentic voice: our own.

Because choosing, ultimately, isn’t about deciding where to go. It’s about remembering who we are.



Alessandro Sicuro
Brand Strategist | Photographer | Art Director | Project Manager
Alessandro Sicuro Comunication


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