What kind of marketing is the most effective?

sneezr.ca Have you ever asked yourself that question? I did. In fact, many years ago I spent countless hours trying to figure it out.
The answer turned out to be quite simple: word of mouth marketing. Or as I call it: the art of cultivating recommendations.

Surprised? Probably not. With recommendations, there is no sales pressure and no credibility issues. When your friends, family members or trusted co-workers recommend something or someone to you, they are genuinely trying to help you. That means a lot, which is why you usually remember it for a long time. But here is the catch: recommendations must be earned. How do you do that? Where do you start? How do you give people a reason to talk about your products/services? How do you nudge your story into every day conversations? I launched sneezr.ca to help you answer those questions.

Your children might never buy a traditional newspaper.


“What do I care? I’m not in the newspaper business.” Is that what you’re thinking right now? If yes, fair enough. So, your business is almost 100% in-sync with the digital economy? Or is your business still in some/many ways like the newspaper business?

Dec 27, 2015


Why does it end?

If customer experience is the new marketing, why does experience end in so many companies once someone becomes a customer?

In theory, ‘Relationship Marketing’ is the name for activities focused on developing and nurturing customer loyalty and long-term engagement. In practice, it means that you matter; your voice is recognized; you don’t have to spell your name; etc.

My 2¢: 1 > 0Giving > Taking. Step up. Give more. Now.


You have magic in your fingers.

Don’t believe me? :) Here’s one example: you can make a paper plane, no? If yes, isn’t there something magical about the experience of taking a blank sheet of paper and being able to make it take flight with just a few simple folds?

To say that the hero of today’s story, John Collins, was hooked on the magic of seeing paper planes glide through the air would be an understatement. This is why he invested years in perfecting his paper plane model, the ‘Suzanne,’ in the hope of claiming the Guinness World Record for the longest paper airplane flight.

Lo and behold, a few short years after :), by many expert accounts in the field, Collins did indeed make the best paper plane in the world. And yet… that alone did not get him the record. “So, why was he unable to capture the record?” At first, just like you, Collins, too, was puzzled. Until… until one day, an insight dawned on him.

The insight? Collins recognized that his throwing arm was holding him back. So, he partnered with Joe Ayoob, a former college-football quarterback. Soon after, the pair broke the Guinness World Record for the longest paper airplane flight.

My 2¢: Lasting success & happiness, both in life and business, often starts with a single word — partnership.

Dec 1, 2015


What can our grandmas teach you about business


The best products, services, websites, you-name-it create little or no friction for their end users. Twitter is not one of those products/services/websites. Facebook is.

What gives us the right to say that? Our grandmas. Yours, too. You see, almost all of our grandams are on Facebook. Daily. Twitter? For most of them, tweeting sounds like a synonym for twerking.

Nov 6, 2015


How to make a $900,000 shot

If you don’t have time to watch the video that explains how one photo has, to-date, earned its makers $900,000, here’s the whole story in two paragraphs. This now-famous shot of an iceberg has earned its creators $900,000 since it was first made in 1998. The money shot, pun intended, is not a pure, single image, but rather the resulting composite of a number of shots that were taken at different locations around the world. Here’s what one of the creators had to say about the shot:

All of my composite work is done so you don’t really think about that it’s a composite. So, I’m trying to recreate things that I’ve seen or that I want to see that I can’t photograph — doesn’t exist — the technology, can’t do it with lenses or whatever it is. But more importantly, it’s coming up with the idea, the concept, of how to make a composite real for people, rather than just a montage of a bunch of different pictures put together, you know, and so I think you have to get past the technology. People have to look at it and go, “Gosh, it’s absolutely beautiful. I saw it that way, but I’ve never seen a picture like that.

My 2¢: That’s likely one of the most honest and enlightened explanations of a modern photographer’s craft I’ve heard. The distance between the press of a shutter and a money-shot masterpiece has always been a lot greater than most people would believe. Or, as Michelangelo put it, “If people knew how hard I worked to get my mastery, it wouldn’t seem so wonderful at all.”