What a night it is turning out to be! I haven’t slept. It’s already 5:15 a.m. in the morning. Good food, great friends and some awesome bulla (talks), what more does one need in life? 😉

It is quite amazing and entertaining at the same time, that we don’t get tired of talking about our college days and the events ensued in there again and again with similar passion that we possessed when we talked about the same for the first time.

And today, we happened to be talking about a phenomenon which I would like to call the chulli effect. When you enter college, you don’t tend to have a maturity level which would allow you to understand various aspects of life, which can be easily comprehended, say 2-3 years down the line, after having graduated from the same.

To my surprise, this phenomenon was not only known to everyone in college but was also used strategically at times. Now, let me first define the phenomenon for you. Only then you will be able to appreciate whatever I am talking.

Suppose, someone tells you a well kept secret of his/her life and requests you not to tell it to anyone else. You agree to the same, but there is this uneasiness and restlessness both inside you and the person who told you the secret, which forces you to tell it to anyone and everyone whom you possibly can and forces the person who told you the secret to tell it to you. Such kind of arousal inside a person is what I call the chulli effect.

There are two stakeholders to this contract. The one who tells a secret, who cannot help himself/herself from revealing the truth as it is too much for him/her to handle and keep it inside him/her. The second stakeholder is the person who promises that he/she won’t tell it to anyone.

Strange as it might sound, a secret remains a secret only when it is known to you. The moment you tell a second person about the same, rest assured that it will be known to every significant and insignificant person in your life. So, think twice before you tell a secret to anyone in the World.

How many times have we heard what I have just mentioned in the previous couple of lines? I guess, innumerous number of times and yet we are unable to prevent this urge from surfacing in our life.

Without going into the psychology as to why we are not successful at keeping this urge (chulli) in check, I would like to tell you about this effect which was used strategically by some in college in such a subtle manner that you would only realize it when it has happened to you twice or thrice.

There used to be some real smart guys and girls in our college. Before telling you about such guys, let me ask you this simple question. If you have to tell something to others and you want to make it a propaganda of sorts, then what would you normally do?

I guess, you would go to the persons you want them to know about this and tell them straightaway. But what these witty and smart guys used to do was that they would go to one person with the strongest urge on planet Earth and would reveal their well kept secret to this guy/girl. Before leaving they would request this guy/girl not to tell it to anyone.

The moment that information was received by the guy/girl with the most amount of chulli, it used to spread like a virus in the entire campus, thereby spreading the word around and ensuring that these witty guys achieved what they wanted at the end of the day, and which was to spread the word around about a well kept secret. (sometimes I wonder whether the term viral marketing has had its origins in this chulli effect concept)

As a result, these witty guys would use this chulli concept in order to create a buzz in the campus. What their intentions might be behind doing the same is a different issue altogether and can be talked about separately 😉 .

But the crux of the matter lies in utilization of this phenomenon to one’s advantage. I guess these witty guys are the ones, who have tasted success the most, particularly in the private sector.

Why they have been so successful is quite obvious, considering that they have been real street smart throughout their entire lives. They have understood the concept better than most of the others and have been able to put it into practice, thereby reaping the benefits of their sowed comprehension.

So, the question that comes to mind after reading all the above is, have these street smart and witty people been able to overcome their chulli in life? Well, if they had they wouldn’t be telling their well kept secret to anyone for that matter. But they do tell and ensure that they use this phenomenon to the best of their capability at the same time ensuring that it works in their favour.

These people have conquered the art of using this urge (chulli) so perfectly that it has become very much a part of their lives. No doubt, they have turned out to be successful, but what about the credibility of the same person, in case the others come to know about the strategy that he/she might have been using all through in his/her life in order to meet his/her ends.

On second thoughts, some might be tempted to suggest that the chulli effect can be used in a positive manner as well. It all depends on what your aim is and what you intend to achieve by using this phenomenon.

Very true, indeed! There are always two aspects of the same thing. One aspect motivates and enables you to chose the so called right/moral path. The other one, which is often easier than the first, tells you about what all you can achieve by behaving in a notorious manner and in turn makes you lose control of yourself.

As a result, one ends up indulging in things which one might repent for, sometime later in life. So, before you try to use this phenomenon, think twice about the intentions and aim behind using the same and the consequences that might follow such an action.

At the end of the day, it is you, who will be sole decision maker when it comes to making the right choices in your life and you better be upto it, for you don’t want to spend the rest of your life with a lot of repentance.

Source for Image: http://www.blogussion.com/community/urge-community-response/, http://www.gaychristian101.com/Repentance.html