What does all this have to do with Surfing?

Teahupoo, Papeete, Tahiti
Teahupoo, Papeete, Tahiti (Photo credit: Wikipedia)
Looking back on 2012, I was remembering what excited me about it and realized that I kept getting stuck on being stoked. To those that don’t know the meaning of the word “stoked”, it is simply to be intensely enthusiastic, engaged, and exhilarated about something. In my small circle of Northwest surfer friends, this feeling is the essence of being alive.

What does all this have to do with marketing, technology, or business? If you are not stoked about what you are doing then you need to make a change. Plus, it gives me the opportunity test out some surfing lingo:

Here’s what I was stoked about in 2012, and will be glad to do in 2013:

  • Catch every wave:  You can just paddle out there and wait for the perfect wave. But my recommendation is that you paddle hard and ride as many as you can. I did that in 2012 and will continue to do it in 2013. From a business perspective this means looking at every opportunity not for what they are at that moment, but for the promise of them evolving into something amazing.
  • Ride to shore: You can always kick over, but I like riding to shore, seeing my family, and paddling back with the full panorama of the ocean in front of me.  In other words, keep sight of what is most important to you and see the big picture.
  • Duck dive: Sometimes you need to go through waves rather than paddling over them. Duck diving is the way that surfers dive under an oncoming wave as they paddle out. This tactic allows you to maintain the progress made by paddling out by not being washed backwards by the wave. Same thing applies to business. Sometimes you have to go through obstacles rather than going around them in order to maintain your trajectory.
  • Paddle out: This is just something you have to do not just in surfing, but in life as well. Don’t stay on the sideline, jump in, take a risk, and enjoy the ride.

Yes, I know it is late January, but I genuinely thought about what I need to do. What are you going to do? Surf, or stay on the beach?

A Missed Local Opportunity- Is Valpak still relevant?

Recently, I opened the blue Valpak envelope that arrives in my mailbox regularly. To tell you the truth, I had not opened one in years; it went straight to the recycle bin. This time around what caught my eye was the QR code on the envelope that promised more offers if I snapped it. I did, and it landed me on a generic Teleflora offer.

I did open the envelope and looked inside. Some good coupons from local restaurants, but no place that we regularly go. There were some OK services offers from plumbing to carpeting, but nothing that moved me to take action.

What most people don’t know is that Valpak is sometimes run by a franchisee locally, rather than from a national headquarters.  To be clear, I have no idea how that relationship works or the mechanics around how Valpak runs operates this model. But what I do know is that I expected local offers when I snapped the QR code with my phone. It was the QR code that got me to engage with the envelope after all these years.

Valpak is still relevant.  After all, they did get me to open the envelope. However, they completely missed the mark by not leveraging the unique features offered by QR codes to present hyper-targeted, local offers down from zip code level to the nearest shops to my phone’s location. One last thing; by effectively integrating mobile into the flow of direct mail offers, there is the opportunity of increasing the pass-along effect by making the offer portable on mobile devices.