I’ve decided to go back and re-visit some of my favorite books sitting on my shelf (that Savannah thinks is a riot to pull down and spread across the entire house).  As I’m going back re-reading (Seth Godin’s “The Dip”, “We Are All Weird”, “Purple Cow” and “Tribes”…along with Hugh MacLeod’s “Ignore Everybody”) I’m reminded of why I launched this brand and how I want to continue growing it.  I realized that so many of the things I use and ways that I use them are no different than how every other brand out there is using them.  So it’s time to get back to my original premise.  Time to start doing some things the opposite of how they are being done.

Does this make any sense?  Good.  Whether you said ‘yes’ or ‘no’, the answer is still ‘good’.  I know, ‘Lohasno’ isn’t the exact opposite of ‘Snoloha’, but I thought it looked cool.

As many of you know, Snoloha is working with Bay Breeze Yacht Charters and Sailing School to bring you Unsalted Sailing.  It’s been a crazy 2012 already.  The ‘official’ launch in Chicago, followed by a handful of boat shows, securing a sales rep, finalizing a catalog and POP and working on sponsorships and events has been intense.  But the one thing I’ve learned is that this built-in market of Great Lakes sailors already ‘gets it’.

Unsalted Sailing has become a nice complement for Snoloha.  It’s such a more straight-forward and simple message.

What this has allowed me to do, is to go back to what Snoloha was always suppose to be, and not water it down and make it more bland in order to fit into a potential retailers product mix, right alongside all the other boring brands.

I can go back to doing things differently, or the opposite if what’s being done.

Of course this reminds me of the great Seinfeld episode when George decides to do everything opposite of what he normally does.

George : Why did it all turn out like this for me? I had so much promise. I was personable, I was bright. Oh, maybe not academically speaking, but … I was perceptive. I always know when someone’s uncomfortable at a party. It became very clear to me sitting out tere today, that every decision I’ve ever made, in my entire life, has been wrong. My life is the opposite of everything I want it to be. Every instinct I have, in every of life, be it something to wear, something to eat … It’s all been wrong.
( A waitress comes up to George )

Waitress : Tuna on toast, coleslaw, cup of coffee.

George : Yeah. No, no, no, wait a minute, I always have tuna on toast. Nothing’s ever worked out for me with tuna on toast. I want the complete opposite of on toast. Chicken salad, on rye, untoasted … and a cup of tea.

Elaine : Well, there’s no telling what can happen from this.

Jerry : You know chicken salad is not the opposite of tuna, salmon is the opposite of tuna, ‘cos salmon swim against the current, and the tuna swim with it.

George : Good for the tuna.

( A blonde looks at George )

Elaine : Ah, George, you know, that woman just looked at you.

George : So what? What am I supposed to do?

Elaine : Go talk to her.

George : Elaine, bald men, with no jobs, and no money, who live with their parents, don’t approach strange women.

Jerry : Well here’s your chance to try the opposite. Instead of tuna salad and being intimidated by women, chicken salad and going right up to them.

George : Yeah, I should do the opposite, I should.

Jerry : If every instinct you have is wrong, then the opposite would have to be right.

George : Yes, I will do the opposite. I used to sit here and do nothing, and regret it for the rest of the day, so now I will do the opposite, and I will do something!



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