The final installment in the 7 edition Harry Potter series went on sale for pre-orders today.

Today is Feb 1, 2007. The book doesn't come out until July 21, 2007. That is 171 days from now.

And yet I received three emails, Barnes and Noble, Borders Books and a local bookseller, The Learned Owl, all offering me the opportunity to purchase something that won't be available until this summer.

Anticipation.

Remember Carly Simon's song Anticipation and Heinz ketsup's use of that thought - anticipating the flavorful taste of a condiment?

What do you have in your business that people anticipate? Do you have a product or service that you could begin building excitement around long before it is available?

What other franchise/brand in existence today can demand the anticipation that J.K. Rowling has successfully created for each Harry Potter book?

It is an amazing study in marketing.

Although I haven't ordered my copy yet - you can be sure I will - long before the July 21st date and will be in line along with thousands of others at midnight that night.