Lessons in marketing from a window cleaner

10 Sep


Almost everyday, when I’m driving, I stop at some major traffic lights. At these lights there’s a guy who washes windows for spare change. Half Aboriginal and half Italian, his name is Maurice and he’s a landmark. The first time I saw him I was amazed at his outfit; sometimes a pirate; sometimes a mad hatter … all kinds of get ups.

He decorates the poles the traffic lights are up on with teddy bears and christmas trees, always different depending on the season and what takes his fancy.

I told him that he was the best marketer I’d come across. He even hands out handwritten gift certificates. Maurice takes his business seriously and from the car horns beeping at him and drivers waving he’s very popular and well known. 

He told me once that the boss of a global mall chain said to him ‘If half my tenants were as good at marketing as you are …’

Maurice never stops. His business is micro, micro, but he doesn’t care. He runs it seriously, and he’s seriously good at it.

Running a small business is like riding a quarter horse. You steer them everyday.

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