word of mouth

Marcel the Shell (with shoes on)

Quirk is important in marketing. The world is full of sterile, boring marketing with no personality. It’s full of corporate branding and flashy ads. But it’s not full of unique personality. And personality matters. An example: nobody goes to Houston as a tourist. Why? It’s full of box stores. There’s not much local, distinct culture […]

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Yoga for Round Bodies

Tiina Veer is a client of mine who’s an amazing example of the power of proper niching in action. Instead of trying to make her yoga class appeal to everyone – she chose a very particular niche. People who don’t look like Barbie Dolls. There’s a whole community of people with ’round bodies’ who might

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Eco and Child Friendly Hair Salon

The other day, I posted about Sunny Mummy spa in Toronto. It’s a spa catering to mom’s with small children – and offering them childcare as part of the package. I shared it on facebook and a client, Tammy Brooks, sent me word of an eco friendly hair salon in Victoria – The Hair Garden

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Ninja Bear: The New Purple Cow

Years ago, Seth Godin wrote a book called ‘Purple Cow‘ all about how to be remarkable. The idea came from a drive through France where he saw all these dairy cows as they drove through the country side. At first this was novel and exciting. But soon it lost its lustre. Ah! But if there

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The hidden influence of social networks – Nicholas Christakis

We’re all embedded in vast social networks of friends, family, co-workers and more. Nicholas Christakis tracks how a wide variety of traits — from happiness to obesity — can spread from person to person, showing how your location in the network might impact your life in ways you don’t even know. [vsw id=”2U-tOghblfE” source=”youtube” width=”425″

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The Story of Brilliance

A few years ago, Annie Leonard created a video called ‘The Story of Stuff‘ where she used basic animation to communicate to people where all of their ‘stuff’ went. The video went viral and has been viewed by millions. Since then, she’s made videos on ‘The Story of Cap and Trade’, ‘The Story of Cosmetics’

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