Farmers Market Marketing Series #3: Five Solid Ideas for Online Marketing


There are two main ideas, outside of thoughts on social media (which are coming next in this series) that could make the biggest long term difference for you and your farm.

IDEA #1: Be Googleable.

If you have something you’re offering that people are searching for online, make sure that they can find you. Bottom line, have a website – there are plenty of free tools you can use that are incredibly easy to create your own site for free if money is an issue and you’re just getting started. The main ones are: Yola, Weebly, SquareSpace and Wix.

Also make sure you get yourself listed on google.

Note: If you have a website with a blog built into it (wordpress is the best for this) and you update it regularly this will help your ranking in google. It’s worth booking time with a local online marketing expert to have them assess your online profile and see how it can be tweaked. Best of all, you can likely pay them in a meal at your farm or basket of your finest wares.

Hannah Hamilton shares why this matters, “So often I visit a vendor at a farmers market only to go home, look for them all over the Internet and can’t find them.”

IDEA #2: Make a video of your farm.

Consider getting a 3-7 minute video done that tells the story of your farm in a beautiful, evocative and compelling way. It can speak to the deeper reasons that drove you to start it and that still drive you today. It can lift up the unique perspective and approach you bring to farming. Can you show people how you grow food, where your food is served and have well known locals speak about it?

Here’s a video from Meadow Creek Farm.

Here are five examples from Calgary’s Verge Permaculture:

Please leave any thoughts, tips, resources or ideas that could help farmers grow their businesses in the comments section below. After a few weeks, I promise to read through them all and weave anything relevant and useful into the blog itself so that they can be of the most use to the most farmers.

IDEA #3: Have an email list.

You might not send out emails that often. But, in this day and age, why not have it for the people who want to sign up and hear what’s going on for you? is free up until you have 2000 people on your email list and so that likely means it will be free forever for you. Just a clipboard and pen out on your table where people can sign up. Even if you just got one email per week, that’s 50 emails in a year. That’s 50 people who want to hear more about your farm and business. Your email list, over time, can be a huge asset.

Shelly Juurlink suggests, “Start a “friends of the farm” electronic newsletter where they send out a quarterly blast on what’s happening on the farm.

You could let them know:

  • where you’ll be showing next
  • developments at the farm
  • what’s on sale
  • what’s thriving
  • what crops fails
  • recipes
  • what challenges you’re facing

Again, it goes back to story telling.

IDEA #4: Be an Advocate and Help Your Customers Be Advocates Too.

My guess is that locally and regionally there are issues that affect the land, water and economic viability of your farm (and all of the farms).

Being an active and vocal advocate on those issues will not only win you more attention and respect but also create a deeper bond between yourself and your customers as they feel, more deeply, that you’re both on the same team working for the same goal.

Simon Sinek gave a powerful TED talk about this notion that ‘people don’t but what you do, they buy why you do it’:

If you want some help in honing in on what your bigger why is, here are some questions you can ask yourself.

Let your customers know how they can take a stand on local issues affecting farmers. Give them petitions to sign, pre-written Facebook posts they can share, phone numbers they can call and rallies they can attend. Let them be a part of the solution. I promise you that they want to be.

You could have petitions you invite them to sign at your booth. You could mention it on social media or on your email list.

IDEA #5: Hire a Photographer & Graphic Designer.

Having beautiful photographs of your wares, yourself and your farm can go a long way.

Kelsey Falle suggests a way to save money in this, “Find a local graphic or web designer who will work on trade, and have them do business cards, flyers, website, social marketing, etc. I am a hoping to find a farmer in my area to do just this!

Trade them for produce or a big dinner at the farm.

For more thoughts online marketing for Farmer’s Markets, I recommend reading Adam Helweh’s piece on Online Marketing Tips from the Farmer’s Market which explores how lessons learned from the Farmer’s Market can apply to social media .

Please leave any thoughts, tips, resources or ideas that could help farmers grow their businesses in the comments section below. After a few weeks, I promise to read through them all and weave anything relevant and useful into the blog itself so that they can be of the most use to the most farmers. 

Save The Bros

This ad is amazing. Save the bros. Before it’s too late.  

Mini Case Study: The Food Garage

155649_174478489373455_1625233426_nOne of my colleagues, the excellent Rene Michalak of Red Deer, Alberta, was creating a project called the MEGGA Watt project. From that name you, like I, might assume it was some alternative energy project. He was putting tonnes of stuff out about it on social media but I never really ‘got it’. I liked him. Respected him. Wanted to support him. And was totally confused and too busy to really dig into it.

It’s a good note to remember: the confused mind says no. And here’s another one: very few people will work very hard at all to understand you.

As I tried to understand it more, I found myself overwhelmed with jargon: permaculture, stacking functions, obtaining many yields from a single element in a system, systems analysis, Micro-Energy Generating Garage Assembly, Geodesic domes, Growing Dome, environmental footprint, Climate Battery, environmental impact, subterranean heating and cooling system (SHCS). closed-loop, zero-waste systems, aquaponics and aeroponics.

Some of those terms I understood. Some I didn’t. Taken in together it felt overwhelming. And I had no idea how it all tied together or what it even was.

Until we sat down together and he told me the URL:

Food Garage? Oh! Suddenly this was all beginning to click.

What do they do at the Food Garage? They turn your garage into a year round grocery store that could feed a family of four.

And a grocery store that is powered by green energy.

I immediately got it.

Now, the MEGGA Watt project had had a tagline: The Rise of the Food Garage but, amazingly, I totally didn’t catch that.


1) Choose a name that is simple for people to understand. If it’s not totally clear, at least make sure it doesn’t send a different message entirely. A nice thing about this name is that it names the two main things involved and it’s also an oxymoron – it combines two things that normally don’t go together which is often compelling for people and evokes curiousity. And the name also speaks to the result people get – your garage will produce food. Such a simple idea!

2) Make sure the relevance of what you’re offering is clear. Don’t get lost in the technicalities of HOW you deliver that result up front – first make sure they understand the result they’ll get and the problem you’ll solve if they work with you. See if you can sum it up in seven words or less. ‘Turning Your Garage into a Grocery Store’. Easy. Once they understand that, the details all just help to build the case of how you can get them where they want to go. If you read the top of their homepage, I think they’ve really nailed the result they’re offering: 

“You’re about to find out how to turn your garage into a veritable organic grocery store that can feed a family of four for an entire year, produce all of the renewable energy you’ll need to do it, learn practical skills that will amaze your friends and family, and seriously increase your property value, all in the comfort of your own backyard.”

3) Cut the Jargon. Whenever possible – eliminate jargon and write at a grade seven level. Get rid of big words in your sales copy. Eventually you’ll need to educate them and use those words. But that’s further down than the initial sales conversation where clarity matters more than anything.

4) Use metaphors. Turning your garage (a real thing) into a grocery store (the metaphor). We understand what a grocery store is and so it can help us picture what the thing is without needing to understand all the technical stuff. 

You can follow them on twitter, like them on facebook and check out their website here.

And you can check out a sweet video explaining the project here:


cartoon bears educate you about sugar

Such a great example of using social media, animation and video to market for social change.  Wow. That song is really catchy.


follow the frog (and save the rainforest)

A three minute video that does an awesome job of empathizing with people’s experience (guilt for not doing enough) and then giving them something simple they can do to help them get the results they’re after (making a difference and saving the rainforest). Also a great example of offering up a new alternative solution to a problem (their certification process). It also communicates a clear point of view about how to solve the problem (don’t ditch your whole life) and does that in a funny way.

So, in that regards, it’s brilliant marketing.

But not everyone is convinced that it delivers on its promises. On Wikipedia it’s noted that “Rainforest Alliance agricultural certification has been criticized by a range of academics and media sources. The Manchester Evening News notes that critics have dubbed the Rainforest Alliance “Fairtrade lite”therefore offering companies such as Chiquita and Kraft a cheap way to tap into the ethical consumer market.” In other words, greenwashing.

The program has almost come under attack for not offering their farmers a minimum or guaranteed price, not prefinancing the crops and for allowing the use of the seal on coffee containing a minimum of 30% of certified coffee beans and for targeting large and medium coffee plantations, unlike Fairtrade‘s focus on independent coffee farmer cooperatives.

If they really delivered on their promises – this would be a fully brilliant piece of honest marketing.


obama’s ad makes his case

President Obama recently released an ad (you can watch it at the bottom) I thought was worth commenting on – all politics aside. First of all, it reminds me how far the world has come that now video marketing and social media has become so ubiquitous in both politics and business.

Here’s where I think it’s strong.

During the last weeks of this campaign there will be debates, speeches and more ads. But if I could sit down with you in your living room or around the kitchen table here’s what I’d say:

First off he acknowledges the oncoming onslaught of debates, speeches and ‘more ads’. He let’s you know, without collapsing, ‘I get it. It’s ridiculous. I’m with you, I don’t want these either.‘ He’s positioning himself, subtly, as being on ‘our side.’

Then he expresses the desire to connect more personally with people. Where President Obama excels (and Romney struggles) is connecting with people. When Obama says, ‘but if I could sit down with you in your living room or around your kitchen table – here’s what I’d say.’ it immediately evokes warm feelings.

Clearly, sitting down with every American isn’t something he can do, but sometimes just expressing our desire can build a connection itself because it tells the other, ‘I value you.’ You don’t have to be perfect to be in business.

Seventh Generation (the eco cleaning company) has won a lot of credibility points over the years by not pretending to be 100% sustainable. And they’re honest about that. But they let you know they’re still trying.

If you were at a seminar and they said, ‘We would honestly love to give this away for free but we have so many staff with families to support and we charge this much because we need to. If we charge less it’s not sustainable for us’ it can still feel good to have them acknowledge the desire to do more rather than to hear them brag about how much money they’re making on you.

Romney has struggled, especially early in his campaign, to not come across as wooden and stuff. It’s the same challenge that Al Gore had in the 2004 elections. We want to feel some warmth and connection with our politicians, to believe they care. This is where President Clinton excelled. He demonstrated a profound amount of presence and empathy that was palpable.

And specifically, sharing the desire to connect in their home evokes very warm feelings. It conjures up images that are comforting.

When I took office we were losing nearly 800,000 jobs a month and were mired in Iraq. Today I believe that as a nation we are moving forward again. But we have much more to do to get folks back to work and make the middle class secure again.

He then acknowledges the struggles the country was in and that there’s more hard work to do. Where politicians can lose all credibility is when people get that they have no firm grasp on the reality of the situation. If President Obama were to say, ‘Hey, when I got in office things were hard but thanks to me we’re 100% back on track.’ and then didn’t acknowledge that there was more to do – he would lose all credibility.

Billy Blanks of Tae Bo fame gained so much credibility in his infomercials for leveling with people, ‘it’s going to be hard. it’s going to take a lot of work. this won’t be easy.’

The famous Shackleton voyage posted an ad (read it to the right) which said a similar thing. It’s okay to admit it’s going to be hard as long as you make sure they understand it’s doable and that there’s a plan. Which President Obama now begins to do . . .

Now, Governor Romney believes that with that even bigger tax cuts for the wealthy and fewer regulations on Wall Street all of us will prosper. In other words he’d double down on the same trickle down policies that led to the crisis in the first place. So what’s my plan?

Then contrasts his point of view with Governor Romney’s. Remember people vote for you (with votes or with dollars) because of your point of view. What does any American want from any President? Largely the same things – security, health & prosperity. So, if both candidates are promising the same result, how do you choose? What if you have 100 people in your city saying they can help you get rid of your migraines? Who do you choose? And how?

We choose – in large part – based on whose point of view we resonate with most and trust the most to get us where we want to go. But for most businesses their point of view is unclear. More to the point, it’s unclear how it’s different from their competitors. And since your point of view is so central to your platform (which is ‘what you’re known for’) it leaves people confused – and a confused mind says ‘no’.

First, we create a million new manufacturing jobs and help businesses double their exports. Give tax breaks to companies that invest in America, not that ship jobs overseas.

Second, we cut our oil imports in half and produce more American-made energy, oil, clean-coal, natural gas, and new resources like wind, solar and bio-fuels—all while doubling the fuel efficiencies of cars and trucks.

Third, we insure that we maintain the best workforce in the world by preparing 100,000 additional math and science teachers. Training 2 million Americans with the job skills they need at our community colleges. Cutting the growth of tuition in half and expanding student aid so more Americans can afford it.

Fourth, a balanced plan to reduce our deficit by four trillion dollars over the next decade on top of the trillion in spending we’ve already cut, I’d ask the wealthy to pay a little more. And as we end the war in Afghanistan let’s apply half the savings to pay down our debt and use the rest for some nation building right here at home.

I think his ‘four point plan’ bit is brilliant.

He’s drawing his map for people.

He’s saying, ‘look. here’s how we’re going to get from Island A to Island B‘. Your customers want this too. They’re desperate for it. They’re tired of people claiming they can get them the result and not backing that up with a plan that makes sense.

And most people like numbered lists: four point plans, the seven habits of highly effective people, the five stages of grieving, the three stages of the heroes journey. It helps give people context for where they are in their journey. It gives a reality check and hope that the journey is possible. And a goal with a plan to back it up is so much more believable than one without it – this is true if you’re trying to win votes, customers, volunteers, donors, financing etc.

In my mind, this is where Romney is failing. He’s saying, ‘which tax loopholes will I close down? See me after the election.’ But the whole, ‘trust me’ argument is what people hate about politicians. We don’t want to just trust an offer we want to see the plan that backs it up.

It’s time for a new economic patriotism. Rooted in the belief that growing our economy begins with a strong, thriving middle class. Read my plan. Compare it to Governor Romney’s and decide for yourself. Thanks for listening. Read the President’s plan: http://OFA.BO/SAzDgd

And lastly, he makes a call for action. He invites you to do something. Most ads don’t do this! Most ads might feel good but then there’s nothing for you to do. If you have a welcome video on your homepage I think it should invite visitors to do something (e.g. sign up for my email list). If you send an email out about a workshop, it’s ‘click on this link to read more’. That seems so basic but I can’t tell you how many ads I see that have no call to action. Or have too big a call to action – they ask for too much.

Like, if you saw a poster for a meditation workshop at the organic grocery store and it was a $5000 retreat and the poster was asking you to sign up. No way that will ever work. But, if it offered something ‘free’ you could check out – some kind of ‘pink spoon‘ sample of the ice cream they’re selling, you might just try. No yoga studio will ever sell you on signing up for their teacher training without you first coming to the studio first – so offering free passes is smart marketing. It’s helps people to feel safe in trying you out.

President Obama isn’t asking for you to vote for him – he’s asking for you to just click on the link to read his plan. Smart.

case study: 10 lessons on making a no hype compelling sales video

My dear friend and colleague Ryan Eliason has put together a video presentation about his upcoming business training for social entrepreneurs. I just finished watching it. And it. is. good.

I want to encourage you to watch this (whether or not you decide to participate in his training). I think this video is a great example of a few key marketing lessons. Ten of them in fact.

I’ve laid out the ten lessons below that I’d love for you to take from this and, as per usual, I’ve loaded this blog with a tonne of links to posts I’ve written on key topics and useful resources to help you get the most out of this as possible.

Context is important here. If Ryan were simply to make this video, put it on his website and hope that people signed up, he’d get very little response. This video is a part of a campaign with a start date and an end date. It is being introduced to people (like you) through people they trust (like me). It’s also being shown to people who have taken part of five very content rich teleseminars that have been leading up to Ryan’s 21 week program. That’s important. People aren’t seeing this video with no context. And they’re only watching it because they’re a socially conscious solopreneur who wants more money and more free time and they are curious about what Ryan has to offer at this point.

There are lots of kinds of videos you can make. You can make a video for your homepage, a bio video, a blog video of just you sharing to the webcam some new thing you’ve learned. But you can also use a video as a direct ‘here’s what I’ve got and here’s how much it is’ offer.

In marketing baseball terms, most people are already on second or third base by the time they watch this video. There’s already at least curiousity but likely some trust and excitment by the time they hit it.

Here’s the video  . . .


LESSON #1: Tone.

Ryan demonstrates how to be respectful, direct, understated, down to earth, grounded and matter of fact in your presentation (vs. over the top, too enthusiastic, pushy, aggressive and hyped up). This is something my colleague Lynn Serafinn wrote about in her book, ‘The Seven Graces of Marketing‘. And I’ve written about it in some blog posts about this idea of resonance and also in a recent blog post ‘Nine Thoughts of Copywriting for Hippies‘. He does this by acknowledging that not everyone will be able to get the same results. He acknowledges the limitations of his own program based on where people are at. To me that is so incredibly credibility building.


LESSON #2: Fit.

What if we used marketing as a filtering process of attracting only who’s a perfect fit (vs. trying to sell everyone into your programs). If you’re just in it for money? It’s not a fit. It’s powerful to not only say, ‘Here’s who my program is a fit for,’ but also ‘Here’s who my program is not a fit for.’ People feel immensely respected when you let go of your attachment to making the sale just lay out clearly who your program is a good match for.


LESSON #3: Stories.

This video powerfully uses the power of case studies and success stories of your clients (e.g. in his case a naturopath, fair trade tea company CEO and a relationship coach). These establish credibility but also give clarity about who his program might be a fit for. Stories are so powerful in marketing. My colleague Casey Hibbard wrote a brilliant ebook on this at And you can also check out the excellent work of Michael Margolis at or read my blog posts about using stories effectively in marketing.


LESSON #4: Point of View.

Here’s where I think this video really excels. It demonstrates the power of sharing your clear point of view about the best system to get from Island A to Island B.

Ryan does a solid job of laying out his take on why most socially conscious entrepreneurs don’t get the results they are craving. He breaks down the elements (in his case eight of them) and makes the case that if you’re missing even one of these it’s like a leak in your boat (which is a great example of effectively using a metaphor to sum up your business).

And so, if you are missing multiple elements then you have multiple holes in your boat. In my workshops, I will talk about the three foundations of your marketing or the six elements of a successful platform. These types of maps and systems are extremely useful in helping people self diagnose themselves and see if what you’re offering can be a fit. Think also of: The Seven Habits of Highly Effective People, the seven chakras, the five elements of chinese medicine, the four directions etc. Maps.

After all, someone might watch this video and think, ‘You know what? I’m really solid in all eight of these.’ and, wonderfully, realize that Ryan’s program isn’t a fit for them (thus saving dozens of hours and hundreds of dollars that would have been wasted if they’d been hyped or pressured into it.

But, if they are lacking in some of these areas then it’s likely they’ll lean into wanting to work with him. Ryan doesn’t just list the outline of his course and hope that people ‘get it’. He makes his case. He says, ‘Here’s what I think you need to make this journey and here’s why I think you need it.’ Again, he’s very direct. And direct is respectful.


LESSON #5: Sharing your Why.

Ryan does a great job hear of repeatedly coming back to his ‘why’ of making the world a better place through seeing socially conscious businesses succeed. His why comes through in a number of ways. Many programs wax on and on about ‘don’t you yearn to make a difference? have a bigger impact?’ and it honestly makes me gag sometimes because it seems soooooo overly, earnestly sincere and like it’s trying so hard not to be marketing.

I’d rather someone just made their case directly. And, frankly, I don’t think trying to sell someone on your services based on altruism and ‘doing the right thing’ ever works. People do things because there’s something in it for them. Find that. Speak to that. But, if people get that you can help them get a result they’re craving and relevance has been established then your ‘why’ (the deeper cause of your business) becomes incredibly compelling. How does Ryan communicate his why?

It comes through in his voice.

His program is targeted towards socially conscious entrepreneurs.

His case studies of socially conscious entrepreneurs.

It’s not enough to just mention your ‘why’ once. If you really want it to land for people then you need to come back to that again and again and again.


LESSON #6: Speak to the Impact.

Ryan doesn’t just give his map – he reemphasizes the impact of what happens if people follow his kind of advice (whether from him or someone else) and when they don’t. The basic formula is, “If you don’t implement these these then ______ is likely to happen but if you do implement these things then _______ is likely to happen.”

You need to speak to the impact. You need to speak directly to ‘here’s what’s in it for you.’ If all Ryan did was speak to how cool he thought his program was he’d lose people. And that’s a huge mistake that so many people make. Instead of talking about the journey they take people on from Island A to Island B – they talk about the boat. And, as I wrote about in a recent blog post, no one cares about your boat initially.

Even the title of Ryan’s program, “Double Your Income and Your Time Off” speaks directly to this. People don’t want to sign up for a business coaching program. But people do want more money and more free time. They want to feel more confident. They want to make a bigger different. Speak directly to what people are craving.


LESSON #7: Anticipate Concerns.

Ryan anticipates a very likely concern that will come up for most people who’d be drawn to his course, ‘But my business is different.’ And then he addresses it directly. If there are common questions and concerns that come up from people, risks they’re afraid they’ll have to take in if they work with you, address those head on. It will have your sales letters feel like much more of a conversation because you’re acknowledging what’s happening for them on their side.


LESSON #8: Know Your Niche.

Okay. This should be #1 really. This program is focused on a particular niche. It’s a bit broad but it seems to work for him. It’s for socially conscious solopreneurs. It’s what I’d call a big circle (and in the video he lists lots of the little circles that fit inside of it). You can read my thoughts on Big & Little Circles in niching here. But Ryan is not niching by industry or age or geography (demographics) he’s niching by type of business (socially conscious solopreneurs), a core problem (not enough clients, time or money) and focuses heavily on psychographics (the internal values, worldview and communities they’re a part of).


LESSON #9: Establish the Value. 

Ryan takes the time to go through his program and make sure that people get the impact each piece could have. He makes sure that people know how much each piece is worth on its own so that, when you get to the final price, it’s clear that you’re getting good value for your money. If I had to sum up marketing in a single sentence, I’d borrow Mac Ross’s words, ‘Marketing is about establishing the value beyond the immediately apparent.’ Don’t assume that people ‘get’ how valuable your stuff is. If they don’t appreciate it, that’s your fault, not theirs.

Ryan also does something compelling in the powerful reframing of the cost of his course as an investment. And he doesn’t do this in an offhanded way. He makes the case systematically. Communicate the value of what you do.


LESSON #10: Video Sales Letters.

This lesson is sort of implicit in the presentation itself but I want to flag it.

Your programs that you offer likely have a lot of of aspects to them. They’re not so simple. And, sometimes, it just takes a while to really communicate everything you’ve put together to help people. But many people are sick of the long scrolling sales letters. So, Ryan lays out another option in dealing with this – put it into a video. If you were to take the transcript of this video and put it into a long copy sales letter – it would be pretty long. But, for some reason, video is often easier to digest for people. It’s something to consider as an option. You can read my posts about writing sales letters here.

If you’d like to see other posts of mine on the power of video marketing just click here.


Want Help? If you’d like some more direct guidance and hand holding on figuring out your niche then go and check out my Niching for Hippies coaching program


Joel Solomon: “The Unlikely Revolutionary”

I recently went to the Social Venture Institute hosted at the Hollyhock Center. It was an amazing event. And one of the people responsible for it happening is Joel Solomon. And I also met marketing genius Aaron Vidas. Imagine my delight to see this new, beautifully done video of Aaron interviewing Joel about the notion of social entrepreneurship.


if i had to start again

I just saw this video from my colleague Nancy Juetten. She’s someone I’ve featured on my blog a number of times, especially around writing your bio.

I wanted to share it because I think it’s a great example of a few things . . .

First of all, it’s a super cool format – having things be handdrawn and mixed with photos.

Second of all, I think it has a very important lesson in it about achieving financial sustainability and a mistake that a lot of people, myself included, have made.

Thirdly, these kinds of videos can be a great way for your clients to meet and get to know you. What I love is the story she shares in the beginning about her struggle and how her business came to be. It’s so relatable and honest. I totally felt for her. The story made her immediately much more human and warm. The tone was slow, not hyped up, not trying to ‘convince me’ of anything. Just some honest sharing and story telling.

Here’s my only critique (in case you’re thinking about doing a video like this).

After a minute or two I found myself wondering, ‘What’s in it for me?’ Was this just going to be a video of Nancy sharing her story or would it be something that would help me. I would have loved to see it be a bit clearer. If this was a video for her bio or ‘about me’ page, that’s perfect.

If it’s going to be more of a ‘viral’ video she’d hope people might spread around I’d love to see it start with ‘Hi there, my name is Nancy Juetten and, in this short video, you’re going to learn three critical lessons about growing your business, things I wish I’d done when I started.’ That kind of thing.


sacred economics

Charles Eisenstein has written one of the most beautiful and honest books on economics that I’ve ever come across. I’ve rarely heard a take on money and economics that I resonate with more strongly. It’s so deeply in line with my pay what you can philosophy.

I first came across him on a video he did for the Occupy Wallstreet movement.

It’s called Sacred Economics (order a copy at your local book store) and here’s a ten minute video all about it.

I share it because . . .

1) if you’re thinking of writing a book, consider how powerful a pink spoon a well produced online video might be in promoting it.

2) i think you’re going to love what it’s about and it might just help you get clearer in your own relationship to this odd thing called ‘money’.

3) this is a brilliant example of a lucid and clear point of view.