A breathtakingly simple and elegantly human solution to bypass gaming the system or worrying about the algorithms

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Paull Young

Recently I was lucky enough to hear Paull Young of Charity Water speak at a Thankyou Group industry night.

Similar to Thankyou, US based Charity Water sells bottled water with 100% of proceeds going towards funding water wells in developing nations… all with zero ad spend.

So what’s their secret?

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In winemaking, no two vineyards are the same.

Each plot of land used in a vineyard has its own unique characteristics, its own Terroir.

Terroir is what gives grapes grown on each plot their own unique taste and includes elements like exposure to the sun, vicinity to water source, nutrients in the soil, surrounding trees & vegetation competing for resources, access to shade, contours of the land…

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Sometimes the best copy to sell a horse is, “horse for sale”.

- Jay Abraham

Of all the announcements at yesterday’s Apple keynote, the one that really caught my attention was the one Tim Cook slipped under the radar: the 18 Karat Gold Apple Watch will cost $10k.

Ten. THOUSAND. Dollars.

Not only does this make it the most expensive Apple Watch, this makes it the most expensive Apple product.

Ever.

How could Apple have the nerve to justify this ridiculous $10,000 price tag? …

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In the past, the decision to be cheaper meant sacrificing margin for scale: “I won’t make so much on each sale, however, I’ll make more sales” is what we justify to ourselves.

The problem with cheaper, is that this assumes:

  1. There is scale, and
  2. You can reach this hypothetical scaled market affordably

In the online world, both of these assumptions are becoming less and less true with every passing day…

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This card game goes by many names: Warlords & Scumbags, Emperors & Scum, Rich Man Poor Man, A@#$hole, and perhaps most famously, President.

Although the names change, the game is the same – the more rounds that are played, the more the deck is stacked your way and the more difficult it gets to reverse your position

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