Monday, December 21, 2009

Tiger - You're making me sick!

You know, this whole Tiger woods things makes me want to throw up. There’s no question that he is a brilliant golfer and really does own the sport, but an icon he isn’t. I would argue that he’s more machine than human. He was raised with golf clubs in his hands – and cursed/ threw temper tantrums whenever he got pissed off. That’s not cool – and I don’t care how old he was when he did it.

So, he dominates the sport – so do many other people dominate sports – except they behave like human beings, not animals. They overcame real adversity and they created followingS of real people. For this, I need look no further than Jackie Robinson, Jim Thorpe, Bill Russell, Babe Didrickson, Muhammad Ali, Jesse Owens or Rocket Richard. Those people behaved like humans, not like machines and certainly not like animals.

He’s had brilliant PR people behind him at every step of the way – and to be fair, they have excelled and putting the spin on a tawdry and sordid Tiger, more concerned with being an egomaniac than with being a husband, father or a positive role model. A role model – he is not … just ask the folks at Accenture who (rightfully) pulled their sponsorship, again (rightly) claiming that he was not the right person to represent their brand.

Woods is a shill, nothing more or less. He works for anyone who will pay him. He'll peddle watches, golf balls, automobiles, consulting companies. But not anymore. Nada. No-onwe wants him anymore, not even the women with whom he philandered

Let’s talk about the results of what he’s done. Face it, having an affair is not cool. It just is not – and especially when you are as high-profile as Tiger was – he was sure to get caught. Not only was he caught – he was caught with his pants down. And I don’t feel sorry for him in the least. I feel sorry for his soon-to-be-ex-wife and his family. For Tiger? Nope!

And he has disappointed children all over the world who looked at him as a hero. Having grown up in a sports oriented environment, I know the value of heroes – and being married with 2 kids, I am sensitive to kids needs too.

I want to help my kids find heroes in sport – but will have them stick to figures like Tony Dungy, Marc Trestman, Jean BĂ©liveau, Otis Grant or Clara Hughes.

Remind your children that when Hughes won her gold medal in Turin in 2006, she immediately donated $10,000 to Right to Play, the charity that attempts to help African children through sport.

If Tiger Woods was to donate a comparable portion of his personal fortune, it would come to $200 million or more.

But he won't do it. That is one reason he's not a hero. Never has been, never will be. Because for openers, if you're not a hero to your own family, you're nothing.

Sunday, November 22, 2009

The Thin Wallet

So, I met my friend and poker buddy Ori for lunch last week at a great Sushi place called Maison Du Japon, (http://www.maisondujapon.ca/). So, when it came time to pay Ori decided it was his turn. I’ll pay next time, no problem.

So out of his pocket, he took his wallet (or lack thereof). It really was his credit cards, health insurance card, drivers licence, birth card and a few other non-descript cards and some cash, held together by a blue rubber-band. It was actually quite refreshing to see Ori’s non-wallet – and likely the fist time I had ever seen a wallet (or lack thereof) like Ori’s.

Now it’s not that Ori is some kind of urban bum (au contraire). He actually is really sophisticated, maybe even urbane – but that’s his style. He wanted something thin that would be as unobtrusive as possible, and that’s good thinking. Nothing could indeed be thinner than a non-wallet.

So, what’s the notion of simplicity got to do with PR? Actually a heck of a lot, and it is coincidental that I noticed this just last week. You see, I meet with a lot of companies, all looking for complex PR solutions. And there really is no such a thing. Simple is best. It works and it generally is less expensive than complex. Now, I’ve just gotta get these complex thinkers to think simply (and believe me)

Oh, one more thing - Ori, I may be getting rid of my wallet too … simple is always better

Thursday, November 5, 2009

Education Is Good

So I am talking with Sophie Boyko yesterday (http://www.sophieboyko.com). We met at a seminar given by Tim Rooney (http://www.rooneyearl.com) in September. Sophie, an interesting lady is likely an excellent sales trainer in addition to being an entrepreneur.

So during our phone banter, while driving (sans Bluetooth) we were both comparing notes as to what's been happening since we met. I had seen U2 and am seeing Roger Hodgson this weekend. Sophie had seen Kiss ... ALL great bands.

Then the topic turned to business of course. I started talking blogs and Sophie started talking hiring ...

Turns out Sophie is interested in starting her own blog and I am interested in hiring. So we made a bet with one another.

By the end of this month, Sophie will have her blog up with at least 2, 300 word entries and I would have made the ideal candidate a job offer.

We'll meet for lunch toward the end of this month (the non-performer pays) and compare notes. Track our progress at this blog, or Sophie’s at blog.sophieboyko.com.

Wednesday, November 4, 2009

Social Media Myths

I came back from a hard business pitch a few days ago. It was tough, but I know we are being seriously considered to implement and run what hopefully will be a hard hitting social media program. The potential client was (before we pitched them), very afraid of social media.

Here’s some points we made in response to their concerns

Concern One
Employees will waste time with social media.

Point
Some large corporations block their employees from accessing the internet altogether. Others try to block employees from accessing personal e-mail or social networks such as Facebook or Twitter during office hours. In May 2009, there were some 34 million smartphones in North America. That's a lot of internet access available - everywhere -- and employers can't stop their employees from accessing the internet on breaks, at lunch or in the bathroom

Workers value and need internet access – and its value is far greater than the threat of lost productivity. Companies can make policies and rules about personal use of the internet, but blocking it during work is just stupid.

Concern Two
Haters will damage our brand.

Point
“What about the haters?” is what I say. “What if people say bad, mean, nasty things about our brand?”

Well, be honest with yourself, there may be things you need to change about your brand, and in that case, thank them sincerely for letting you know what they are. Then – make the necessary changes.

If you have built an online community that includes people who don't hate you, that community will defend you and handle any problems with respect to people that you think “hate” you.

Concern Three
We'll lose control of our brand.

Point
Reality is that every person with a computer has the tools to make their opinion about your brand heard by others. They're already talking about you. You can no longer be in absolute control of your message.

Your workers are talking about you in closed Facebook groups to keep you out so they can talk about you in peace. Your customers are e-mailing, using Twitter and Facebook, and – the evergreen -- calling their friends about their experience with your brand. You don't have control. You might as well join the conversation. At least that way you can influence what is being said.

Concern Four
We're scared of giving away corporate secrets or that information on social networks will affect our stock price.

Point
Nonsense. If you don't already have a social-media policy, you should create one now. If you don't trust your employees to talk to customers, or to represent the brand, you have issues far greater than looking at social media. You don’t need us … you need to look at your hiring and training practices.

Concern Five
We’re scared we’ll be sued.

Point
Oh puh-lese. Change your meds!

Wednesday, October 21, 2009

When is a cold drink hot?


So, I am sitting at the Second Cup at Bathurst and Lawrence. I look at the menu, and specifically at the "Iced Sensations" menu board. My eye falls on a moccaccino, under the heading "Iced Europeans". I order it

It's pretty normal to think that I would be in for something cold I would think. Not!

A minute or two later the attractive server hands me a piping hot drink. Huh? It smelled delicious, but not what I wanted

"But", I said. "I ordered it from the menu reading 'Iced Sensations'". Too true.

You see, it's really confusing.

The server was really helpful and when I explained myself, she well understood.

Hastily she took it back and made me what I wanted (an iced moccaccino). Now that's service with a smile.

Although I was confused, and for a while I had problems logging onto the wi-fi here, I will be back.

And if you're wondering if I was imagining it, I would invite you to visit the Second Cup on the north-west corner of Bathurst and Lawrence streets in Toronto. The drinks are good, the servers are friendly and the location is right.

Bottoms Up, as I drain the delicious iced drink from my cup. I'll be back!

Saturday, October 3, 2009

Thanks Alan For Pointing Out That I Am Aging

You know, I guess I am aging – at least gracefully (or so I am told).

Yeah, yeah, I would like to thank my dear friend Alan for pointing that out to me. Never mind that I was the 18 year old bartender at his barmitzvah some 25 years ago. But Alan does make a good point.

You see, I directed him to this blog a few days ago. He loved my writings and insights, but he did comment to me that I should get a more current picture. And to be fair, he is right --- I would estimate that this picture is about nine years old – but I have a good excuse for not having a more current picture. You see in the past decade, we have had 2 kids, so every time we do the good family thing and go to Sears to get pictures done, they are of them. After all, if you were the photographer, would you rather take pictures of two cute kids and my cute wife, or me --- an aging guy, now in his mid-forties. Can you blame the photographer?

Thanks Al … as soon as I get a chance, I will get right on it. Anyone wanna take my mugshot? Don’t all offer at once now!

Wednesday, September 2, 2009

Honesty may be more refreshing than a dip in the pool

One of the nearest and dearest things to my heart is the good old concept of honesty. And really what this means is speaking your mind. Sounds simple – yes. Simple to do – au contraire. So why am I going on about something old-fashioned that sounds simple?

Because, it seems honesty is a dying concept and honest people are a dying breed. And it’s not like the dishonesty I am talking about here is like theft and other more serious maladies. It really is people being so politically correct and so sensitive that I am equating to dishonesty here.
It’s the client saying, “I’ll get back to you later today”, when they really have no intention of doing so. It’s me saying, “I’ll call you in 5 minutes when I know that is an impossibility”. It’s a supplier saying, “No problem, I’ll have the media list to you in an hour” – when they know it will take three days.

Unfortunately, it’s rampant in today’s economy.

So you can imagine how refreshing it felt yesterday and today when I met and spoke with Carole, Lauren, Glen and Ian at a potential new client. They spoke their mind. They told me what they think needs to be done. They put a stake in the ground. And while their opinions may differ from mine – that’s cool. Totally cool! That’s what I like. No. Let me correct myself. That’s what I love.

Yesterday was a hot day here in Toronto. Usually I end off hot days with a swim in the pool. Yesterday I told my wife that I did not need a refreshing swim. “How unusual” she said --- I was refreshed already.

And who was it that mistakenly said that work could be more refreshing than a dip on a summer day in a cool swimming pool?

Thursday, July 30, 2009

Weird or What?

You know, a very strange thing happened to me yesterday while driving to work.

I’m just driving doing my own thing. I’m not speaking on the phone and nor am I distracted by music or anything else. I’m in the left lane driving down a relatively quiet street when I hear honking from behind. Instinctively, I take stock of what I’m doing. I’m not exceeding the speed limit. I’m not drifting across lanes. I’m not holding anyone or anything up. I’m simply driving. I continue, thinking nothing of it. 20 seconds or so later, I pull up to a red light and the car that honked pulls up next to me. He’s got a passenger in his vehicle. The passenger rolls down his window and looks at me. Do I recognize him? Nope! “Weird” I say to myself.

Next thing I know the passenger takes out a digital camera and takes a picture of my license plate. We both then pull off like nothing ever happened.

Weird huh?!?!

What’s the PR angle in this story? I have no idea but when one does come up. I sure will blog about it.

Saturday, May 16, 2009

PR for the airline industry - I think so

I think the airline industry could use some PR, (and so could the taxman)

What with all the travelling I do, I’d regard myself as a pretty savvy traveller, so it came as a shock recently when I tried to use my Aeroplan miles to get my wife and I to New York City and back. There were several options, and because we were booking six months ahead of time, awe could choose our departure times from a long list. Problem is this: although the tickets are “free”, then taxes on each ticket between Toronto’s Pearson and New York City’s La Guardia Airports is a staggering $149 per ticket. Yikes!

I then for the fun of it tried to book the same tickets from Buffalo to La Guardia. All in per ticket was $180 Canadian ... and that includes taxes of $21 Canadian per ticket. How can that be, I asked myself?

Simple, as Canadians, we are being taxed to death!

So what’s the PR spin here … Airlines, free is not free. Hardly, and you got to deal with that and communicate that. Sticker-shock is not cool. The taxman – communicate more, let us know in more clear term why you are charging us these high taxes. Be more upfront. After all – that’s the essence of PR!

Sunday, April 12, 2009

Is there anybody out there?

Just a few minutes ago,. I had occasion to call the company we use for conference calling on behalf of our clients. They’re a great company, Premiere Conferencing. Please see http://www.premiereglobal.ca/en/. We have been using them for a few years and we are very happy. We like their pricing. We like their quality. So?

Well, I needed to call them. Armed with our latest bill, I searched and searched for a number to call. Alas, there was email and snail mail … no-one to call.

Hello? You’re in the phone business no??

So I Googled the company and found them easily. Thanks Google! I spoke to as very helpful agent, Jeff Fraser. He was excellent – answered all my questions and made the necessary changes to my account. Pronto and without issue.

I have also sent a fast note to the company’s Canadian GM (Timothy Lang) bringing this to his attention. Rule 1: Make it easy, no … very easy for your customers to reach you in any way they choose.

Let’s see if they hear me. Stay posted!

Saturday, April 4, 2009

It's NOT the end of an era

I just wanted to take a sec to commend Carol Wilson, Editor-in-Chief of Telephony Magazine for her editor's letter in the publication's April 2009 edition. Please see www.tiny.cc/xi2Fu.

Established in 1901 (yup, that nineteen o one), it pretty much is the last telecomm trade pub standing ... and Carol makes some excellent points. The publication truly is high quality and employs some of the most talented writers the industry has to offer.

RCR folded last month and personally, I would be greatly saddened if Telephony were to suffer the same fate.

Carol, you're running a great pub. Advertisers, find the money to support them! We'll all be worse off if Telephony stops publishing.

Wednesday, April 1, 2009

It's not bad to cry

I’d like to thank my friend Suzie in Montreal who inspired this posting.

You know, it’s really not a bad thing to cry – and unfortunately, we are all so concerned with putting on stoic facades, that all too often we hide behind these tough masks. From a young age, we seem to be groomed that it’s not cool to cry. Make no mistake, I am not advocating walking around like an overgrown “cry-baby” – but one has to be an emotional being to be human.

Everytime I hear “Do They Know It’s Christmas” – a classic song from 1984, I cry. I have watched “An Officer and A Gentleman”, umpteen times and I cry every time. I also cried watching “The Lion King” as I did when Andre Agassi retired.

So what’s the connection between crying and PR? Simple!

To many PR people lack emotion. They just go through the motions, grinding away at news releases and pitches – all without passion. They never laugh. They never cry. They never excel. They simply do. They simply exist – hardly a recipe for success

We’re not that type of firm. I am not that kind of guy. We laugh. We cry. We get emotional and we succeed.

Thanks Suzie again for underscoring the importance of being emotional. Oh, by the way, pass the Kleenex please.

Friday, March 27, 2009

Can a Rabbi Be Good at PR?

Last night, I went to one of the classiest events I have been to in years, and it really underscored the value of public relations and community affairs in the biggest way. Bottom line, the event was a class act, from start to finish.

Where was I?

I was at Channukat HaBayit – a dedication of a new synagogue that happens to be on the same street as where we live. Please see http://www.chabadflamingo.com/.

Canadian Prime Minister Stephen Harper was in the spotlight, wearing a blue kippah as he helped cut the ribbon at the new Lubavitch synagogue. The eloquent Rabbi Mendel Kaplan, the synagogue’s charismatic rabbi made an emotional 30 minute speech is which we thanked the almighty, his wife, parents, parents in law and the community. It was indeed both passionate and very touching to see Kaplan realize his dream in front of some 800 people, including various Chabad Rabbi’s, as well as Conservative MP Peter Kent, the Minister of State for Foreign Affairs and a veteran journalist.

“The Ernest Manson Lubavitch Centre will serve as spiritual, social, and educational hub for this community,” Harper said to a full-house at Bathurst Street and Flamingo Road. “Thanks to the vision and leadership of the late Rabbi Schneerson, thousands of Chabad and Lubavitch centers like this have opened their doors around the world.

"Through education and outreach programs these centers are strengthening the bonds of the faith within the Jewish community everywhere. In so doing, they signify the enduring spirit of the Jewish people.” The unapologetically pro-Israel Prime Minister received an Obama-esque rock star reception.

So where did PR enter into the equation. Simple!

Although I am not a member of the Chabad synagogue, I do visit it from time to time. Rabbi Kaplan knows how to work the room like no other Rabbi I have ever met. He is very politically connected – so much so that Canada’s PM was there … it does not get any bigger than that.

Kaplan knows how to use PR to great advantage. Now of only some of our clients were that good.

Monday, March 9, 2009

Ryanair ... what are you thinking?

I’d like to thank Sherone of BlackWeb for bringing something really funny to my attention. It was so funny, I almost wet myslf.

Know RyanAir, the low-fare European Airline? Seems like their fares, aren’t the only thing low … their intelligence and their understanding of social media is on par with their fares.

In my eyes, they are in a pickle on two bone-headed counts

First they threaten to charge passengers for using the loo on their planes? Pardon the pun, but this stinks … who was the doofus who schemed this plan? He/ she’s the person that should be made to clean the loos..

As if that were not moronic enough, when a web developed Jason Roe blogged about finding a potential flaw on Ryanair’s website, he received abusive emails from a Ryanair staffer in response.

Not to be outdone in the stupid department, when given a chance to respond to the incident, Ryanair’s official communications team commented thus, “Ryanair can confirm that a Ryanair staff member did engage in a blog discussion. It is Ryanair policy not to waste time and energy corresponding with idiot bloggers and Ryanair can confirm that it won’t be happening again.”

Folks in PR at Ryanair, listen up, --- Is diplomacy and tact not part of your daily existences?” Calling a blogger an idiot? What are you thinking? And even if he is an idiot (in your mind), who says that you are correct? Wake up … Bloggers typically are smart and know their stuff. Now again, I haven’t ever heard of Jason Rose, but methinks he was just doing his job.

Bottom line here: If you’re looking to do your biz on a plane for free, don’t call Ryanair. If on the other hand, you’re looking for help in managing your blogger relations, call us.

And again, thanks to Sherone for bringing this to my attention

Saturday, February 21, 2009

What I (re)learned in Europe?

As I write this, I am reflecting on what was an action-packed week at the Mobile World Congress in Barcelona. Held once yearly, the show really is the Olympics of wireless telecommunications. There I met with numerous journalists, each very knowledgeable not only in wireless, but also on the business of journalism. I spoke to many and it’s always good to hear (again and again) what reporters hate:

1. Don’t present your idea like you’re a fellow journalist. “Another thing that irritates us is getting pitches from PR people presenting the idea like they’re freelance writers,” shares one reporter. “They don’t start with an introduction of themselves or the client. If it’s sent via email, they’ll write it in the voice of a story pitch—so it basically looks like it’s from someone seeking an assignment. For example, someone might write, ‘I think I have a great story that would be perfect for Wireless Week: GSM is set to dominate …’ Then you get to the end and find out this storyteller is a PR person. That’s not right. Be clear about who you are and who you represent from the top.

2. Don’t patronize or pretend at familiarity. “Another peeve is people calling and acting like they know us or like we’ve talked before,” another reporter said. “A better way to start is to say, ‘Hi Joe, this is so and so. We haven’t talked before, but I think my client has a product you might be interested in.’

His advice: “It comes down to never tricking an editor. Never misrepresent yourself or your client. Be up-front with who you represent from the top. I want to know who you are and why you’re reaching out. Also, don’t tell us what will be good in our magazine. Show us that you understand and get the magazine’s coverage, but don’t say, ‘You should be covering this new idea.’ Make us aware by saying why the idea might be worthy—but don’t do it in language that sounds like you’re trying to tell us how to do our jobs,” she cautions.

3. Don’t be a one-hit-wonder—treat every pitch like the beginning of a relationship. “PR people have to realize that editors and reporters don’t have a magic wand,” the reporter added. “I mean, we have to pitch our ideas, as well. We have to make a judgment call and turn around and pitch to our people here. We can’t pitch something that’s not right—so give us some room to make that decision. Don’t take it personally. And learn to just let it go if it doesn’t fit. Every pitch could be the beginning or end of a relationship with an editor. Everything you say is a reflection on you and your client. If you [get pushy], I won’t want to work with you again,” she warns.

4. Don’t abuse email with non-targeted pitches. “Emails are inundating us today—and PR people certainly misuse email,” I heard. “Email is my dialog. It’s my work tool. If you send me something and interrupt me, it should be worthwhile. Some PR people are told to hit a bunch of magazines with an email pitch, but it doesn’t work. When I worked at Wireless Europe, for example, I got pitched an idea on menopause! That’s not an anomaly. It happens a lot. People don’t make sure it’s a match. They’re just going through a checklist.”

Her advice: “Be up-front if you don’t think it’s a fit. If you have to send a pitch because of the client, give me the wink-wink so I can say we looked at it and that it’s not right for us. You have to do your job—just be realistic. Say to me, ‘I know this isn’t something you usually cover, but . . . ’”

5. Don’t get carried away with follow-ups. “If you send an email without there having been any dialog, we’ll get back to you if we’re interested. That means you need to let it go if you don’t hear back,” says Alan, a reporter. “If you really want to have a face-to-face, then don’t email—just call. However, if you’re going to do the passive email thing first and then follow up with a phone call—that’s just too much.” His point: “Wait for us to show interest. And don’t expect a response if you leave a voice message. Don’t leave anything on voice message systems because we won’t call you back over a pitch just so you can cross us off a list. If you want to get through, don’t leave messages. Wait until I pick up my phone.”

Saturday, February 14, 2009

It's Not All About Control

The plane that went down in the Hudson a few weeks ago (the one where everyone survived) really got me thinking about something that’s very near and dear to my heart – control.

Contrast a plane ride with a car ride for a second. This coming from a guy who flies very nervously several times a month.

The reason that I don't worry in the car is that I'm in control. That's misplaced confidence because there are a lot of idiots and bad drivers out there. And in the air, there are significantly less. But I'm not in control once I strap in. I have to trust the pilot, the air traffic controller, the maintenance people and the equipment. For a guy who likes to be in control, it's a lot of trust.I have the same issues at work. I'm not really a good delegator. It's not that I don't have confidence in the people that I work with - I do. But I'm just used to doing everything myself, so half the time I don't think to delegate or outsource or anything but roll up my sleeves and get things done.The problem is that it doesn't scale and my list isn't getting any shorter. So ceding control is really a survival instinct. You need to trust in your team, as much as you trust your pilot. Given my personality, it's a fight I'll need to wage daily, but it's one that is worth fighting. Life is too short to do everything yourself.

And not only that--- I see in my clients, so clearly what I see in myself --- the art of delegation! (or lack thereof).

To run a successful PR program, you have to delegate more and do less. Trust us, dear client --- you’ll be better off because of it. After all, if you could do PR, you would not have hired us. Right?

Wednesday, January 28, 2009

Honesty's not out of fashion yet

One thing for sure - business is tough right now - for everyone. It's like show me someone who is making more this year than last, and I'll show you a liar. Sadly, the PR biz is riddled with those types. It's like, "How's business?". "Un-freakin'-believable!!!" Yeah right. I'm not that stupid.

So, it was really refreshing last week, when I got this email in response to an email I had sent a few days earlier (from Cindy, a freelancer we use on occasion) --- just to say hi.

"John: Thanks for the patience in waiting on my reply, which of course, is embarrassingly tardy. But as for an answer to your question, I'm going through one of those seasons in life that you put one foot in front of the other every single day, lie down at night, and do it all over again the next. And every day you get through can be counted a success. Not much fun right now, but hopefully the big picture will provide some serious character building and fruit for years to come. Probably not what you wanted to hear, but no one will ever accuse me of being dishonest or avoidant. After all, isn't that the only way to live life--honestly? And how are you and your business these days? Hope all is well."

Cindy, thanks for the note. I am pleased to say that good old fashioned honesty is still as fashionable as ever!

Sunday, January 11, 2009

Two interesting encounters

I’ve had two neat experiences in the past few days that I wanted to spend a few minutes on.

First, this past Thursday morning I was joined for coffee by Louise Armstrong (EVP of Palette Public Relations). Louise hadn’t had her morning coffee so we headed to the local Tim Hortons. Louise ordered a coffee and since I no longer drink coffee, I ordered a tea. Just a regular tea. Nothing more, nothing less. This was to be a simple order, until I heard the clerk who rang us up say to his associate, “How do I make the tea?” He was dead serious.

I looked at Louise and she looked back at me as if to say, “Did you just hear what I heard”. Yup – our ears were not playing tricks. Anyway, someone poured my tea and Louise’s coffee (my tea was pretty good) and we chatted for the better part of an hour. Its clear that the PR industry is facing its fair share of challenges – but nevertheless, I very much enjoyed meeting Louise ---

The PR lesson: Do your homework before you hit the stage. The stage, in front of an audience is no place for a rehearsal

Second, I have long been threatening to learn how to solve the Rubik’s cube. You remember the good old Rubik’s cube? I knew how to do it in my teenage years, but have long since forgotten. Friday morning, I get on the subway and find myself sitting next to a kid obliviously playing with his Rubik’s cube. But his was different to mine of old . In the old days, each face had 3 rows of 3 blocks – 9 per side, and since there are 6 sides to a cube, some 54 blocks, representing billions of permutations. This kid’s cube was far more advanced. Each face was 5 by 5, or 25 blocks, therefore the whole cube represented 125 blocks, likely resulting in trillions of permutations. The kid was a genius, as his fingers seamlessly worked the cube, still oblivious to my growing interest and well as growing interest from about 30 other subway riders who were quietly observing this kid work the cube. One stop later, he has completed about a quarter of the puzzle. By the fourth stop, it was 100% complete. By that time, there were like 60 of us glued to this kid and the cube, quietly having solved the puzzle. The next stop he simply got off and that was that. It was surreal! Hey kid --- you were the unheralded here of about 60 adults – and not speaking for them, I can honestly say you made my day.

The PR lesson: Actions speak louder than words.