By: Stefan Aarnio

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I once had a wheelbarrow full of money.


I then lit my wheelbarrow full of money on fire… and then I had no money.


This is the story of modern advertising. It’s a true story, and it happened to me.


This year alone, I have lit 3 wheelbarrows full of money on fire and now I’m onto my fourth.


Perhaps I haven’t learned my lesson.


Every business has to send a marketing message out to the market.


In the 80’s, 90’s and even the early 2000’s advertising worked.


Marketers always had “one weird trick” or “7 easy steps” that you could follow to invest a wheelbarrow full of money and in return receive 2 or 3 wheelbarrows full of money.


But this time it’s different.


The customer is tired of little tricks and is more bombarded with marketing messages than ever before.


The competition is fierce, bigger and badder than ever!


There is more competition than ever before and every company is pushing similar products or services.


The days of dumping wheelbarrows full of money into advertising are over; there are no more tricks and no more ninja techniques!


The customer is too smart, Facebook is too smart, Google is too smart and they can tell the difference between gimmicky advertising and real value.


The only thing left for a marketer to do in today’s age of marketing is to provide REAL value to the customer.


In the words of my mentor: “provide more free value to the market than anyone else”


Providing more value, better value and free value is the only way to win over meaningful customer relationships in the new economy.


You can’t just use a “simple trick” anymore or that “one weird thing”. The customer is smart and they don’t fall for “weird tricks” anymore!


We no longer live in a buyer beware marketplace; we now live in a seller beware marketplace.


You product has to be better, your experience has to be better and you have to give, give, give, give, give, give, give, give and give more than ever before.


Welcome to the new economy.


Save your wheelbarrow full of money for investing into REAL value and leave your gimmicks at home with your weird tricks and ninja techniques.


The entrance to the heart and mind of today’s customer reads: Real value only past this point.


Bring the value, get the money.


Respect The Grind,

Stefan Aarnio


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