Intro:

Blogs about everything not related to Books, Investing or Health&Longevity.

Content Index:

Blogs:

Crafting Connection: The Art of Brand Influence

Ever wondered why we gravitate towards certain brands with almost a magnetic pull? It’s not just about the product quality; it’s about the psychology of influence that these brands masterfully apply. Inspired by Robert Cialdini's insights in "Influence" (read my book summary here) let's explore how leading brands like Nike, Tesla, Coca-Cola, Louis Vuitton, Zara, Starbucks, and Red Bull harness these principles to build loyalty and drive sales.

Reciprocation: The Old Give and Take

Coca-Cola's "Share a Coke" campaign is a classic example of reciprocation in action. By personalizing bottles with names, Coca-Cola gave a personal touch, encouraging people to buy not just for themselves but for others too. This gesture of giving fosters a reciprocal relationship, making consumers more likely to choose Coca-Cola again.

Liking: The Friendly Thief

Who doesn’t like Starbucks? With its cozy, welcoming stores and baristas who remember your name and order, Starbucks has become a place not just to get coffee but to like and be liked. This sense of belonging and personalized service has turned many casual coffee drinkers into die-hard Starbucks fans.

Social Proof: Truths Are Us

Tesla, with its revolutionary electric cars, doesn't just sell vehicles; it sells a vision of the future. Early adopters and tech enthusiasts proudly share their Tesla experiences, creating a ripple effect of social proof that convinces others to join the movement. Seeing others make the eco-friendly choice influences potential buyers to think, "If they're driving a Tesla, maybe I should too."

Authority: Directed Deference

Louis Vuitton stands as a towering figure of authority in the luxury fashion world. Through consistent high-quality products and endorsements from fashion icons, Louis Vuitton is seen as the epitome of style and sophistication. This perceived authority makes consumers trust and aspire to own a piece of LV luxury.

Scarcity: The Rule of the Few

Nike excels at creating a sense of scarcity with its limited-edition sneaker releases. By producing limited quantities and using a drop model, Nike generates a frenzy around each release, making their products highly coveted. This scarcity not only elevates the desirability of their sneakers but also ensures they sell out rapidly.

Commitment and Consistency: Hobgoblins of the Mind

Zara, with its fast-fashion model, taps into our desire for novelty while keeping us coming back for more. By frequently updating its collections, Zara encourages shoppers to visit often, reinforcing their commitment to the brand. This regular engagement builds a habit, making Zara a consistent choice for fashion-forward consumers.

Unity: The “We” Is the Shared Me

Red Bull doesn’t just sell energy drinks; it sells a lifestyle. Through sponsoring extreme sports and hosting high-adrenaline events, Red Bull creates a sense of unity among thrill-seekers and adventurers. This shared identity around the excitement and daring of the Red Bull lifestyle fosters a strong community and brand loyalty.

These examples showcase how the principles of influence, when applied thoughtfully and ethically, can create deep connections between brands and their audiences. It’s a fascinating journey into the psychology of why we buy and the strategies that make us feel part of something bigger than ourselves. So, the next time you feel drawn to a brand, take a moment to see which principles of influence are at play.


February 2024

Technical, Fast or Bikepacking. Which kind of gravel cyclist are you and does it really matter?

Are you on the brink of delving into the fascinating world of gravel cycling, but find yourself tangled in the mesh of terms and concepts? Stay tuned, as we are about to unfold the mesmerizing facets of gravel cycling, especially focusing on technical gravel, fast gravel, and bikepacking. Trust me, by the end of this article, you’ll find your groove and know exactly what’s up your alley!

Unraveling the World of Gravel Cycling

Gravel cycling is more than just a sport. It's a door to adventures, a taste of freedom, and a way to reconnect with nature. It reminds me of when I was a kid, when every ride was an adventure into the unknown.

Before you embark on your journey, let's unravel the nuances that make each type of gravel cycling a unique experience.

What is Technical Gravel?

Technical gravel might sound intimidating, but it’s nothing more than tackling trails with varied terrains that require a bit more skill and concentration. Imagine cycling through trails that have a sprinkle of challenges like loose rocks, undulating paths, singletracks, the random mini jump and maybe a splash through tiny streams. It's a delightful mixture of endurance and skill, a kind of cycling that keeps you on your toes and your heart racing with excitement. Remember, it's all about embracing the rough patches and enjoying the ride.

Coming from Enduro riding as I come, this was my first step into gravel. An easy and boring trail with the Enduro bike, suddenly became a blast on the gravel bike.

Diving into Fast Gravel

Now, let’s switch gears and speed things up a notch. Fast gravel cycling is for those who are smitten by speed and are looking to push their limits. Picture yourself whisking through picturesque landscapes with the wind gently tugging at your jersey. It’s not just about the thrill but also the sheer joy that comes from cycling at a pace that makes you feel truly alive. Fast gravel cycling often involves lighter bikes, aero (more on that on another occasion) and smooth trails, making it a heart-pounding yet accessible adventure for many.

It’s the path used to choose those coming from road cycling. I personally love going as fast as I can on a flat and smooth gravel road. Tucked in and as aero as possible riding position powering as many watts as possible. You feel the speed.

Bikepacking: Your Ticket to Adventure

For those who dream of long, adventure-filled journeys, bikepacking is your best bet. It’s essentially backpacking with a bike. Whether it’s a weekend getaway or a longer expedition, bikepacking allows you to explore the unseen corners of the world with your bike as your loyal companion. From planning your route to packing essentials, bikepacking adds an extra layer of adventure and satisfaction to the gravel cycling experience.

Finding your fit: Technical Gravel, Fast Gravel or Bikepacking?

By now, you might be bubbling with excitement, ready to kickstart your gravel adventure. But wait, how do you choose the path that suits you best? Fret not, we're here to guide you in finding your fit.

Step into my shoes

Imagine being in my place, a cycling enthusiast who has traversed varied paths, experiencing the thrills and spills that come with it. Picture me advising you over a casual conversation, maybe with a cup of coffee in hand.

"Hey, if you're someone who enjoys a bit of challenge and doesn't mind getting a bit gritty, then technical gravel is your game. It gives you a hearty dose of adventure sprinkled with a pinch of challenge."

"Now, if you're more about speed and feel the need to race with the wind, then fast gravel should be your choice. It’s exhilarating and gives you a chance to test your speed limits."

"But hey, if you're someone who has a knack for adventures and loves to explore, then bikepacking is your true calling. It’s not just about cycling; it's about experiencing an adventure, one that’s woven with exciting stories and picturesque landscapes.”

“But, but, but you know what’s best?. Pick your gravel bike and follow your mood or where you are: technical, fast or bikepacking. Whichever your bike, you can have fun, and this is the sole objective of gravel riding. Have fun”

Your Journey Awaits

So, there you have it! A sneak peek into the magical world of gravel cycling. Remember, it's all about finding what resonates with you, the path that makes your heart beat a little faster, and your spirit soar a little higher.

Gear up and let your adventure unfold. Remember, the journey is as exhilarating as the destination. I can't wait to hear about the path you choose and the adventures you embark on. Until then, happy cycling!


See you on the gravel


October 2023. Originally published at AMS blog

Wheel Size for Gravel Biking: 650b vs. 700c - Does it really matter?


Hey there, fellow gravel enthusiasts! Ready to embark on an epic gravel journey? 


Well, you're in for a treat because today we're diving into the mesmerizing world of gravel wheel sizes! Whether you're cruising down challenging trails or seeking speed on smoother terrains, the battle between the nimble 650b (27.5") and the efficient 700c (29") is on. So, let's gear up and find the ultimate gravel wheels for your off-road escapades!


I'll advance my conclusion here, without setting a precedent. Instead of following the industry norms or relying solely on the engineer inside me and the numbers, I chose to go with what felt better. Trusting my instincts, I made a decision that aligned with my personal experience and preferences.

650B (27.5") - The Nimble Trailblazzer

Join the adventure as we unveil the wonders of 650b wheels! These spirited siblings of mountain biking bring unmatched agility and responsiveness to your gravel experience. Conquer each challenging terrain with enhanced traction and grip. Maneuver with ease through technical trails and relish the playful nature of gravel riding. It's like having the ultimate superpower for exploring rough terrains!

700C (29") - The Efficienr Cruiser

Now let's shift gears to the 700c wheels - the tried and tested choice of gravel riders. Experience the joy of cruising over smoother hardpack and tarmac with unwavering speed. If gravel racing is your jam, then the 700c wheels will elevate your game like never before. Get ready to unleash the racer within you!*

The Science behind bigger wheels rolling faster

Alright, let's get a little technical - but don't worry, we'll break it down for you.

Imagine rolling a larger wheel next to a smaller one. The bigger wheel covers more ground with each revolution, right? So, when you ride a 700c wheel, it naturally rolls over obstacles and bumps more easily compared to a smaller 650b wheel.

It's like riding a magic carpet that glides over everything in its path!

Real World experience: Rollin' with the big wheels

Think of it this way - imagine cruising on a bumpy trail with your crew. Your buddy on a 700c-wheeled gravel bike effortlessly rolls over rocks and roots, while you, on your trusty 650b-wheeled bike, feel each bump more pronounced. It's like he's floating on air, and you're having a wilder ride. Both are fun, but the bigger wheels offer that extra smoothness, especially on long rides! Plus, larger wheels maintain speed more easily, making it a breeze to keep up with the pack. So, if you love the thrill of cruising faster, 700c wheels are your ticket to gravel paradise!.

Sounds good right?, but real life is not that easy. This would be true for rigid tires+wheels which is not the case. At Reneherse (I strongly recommend reading their Journal) they tested it and the conclusion was: "On ‘road’ surfaces ranging from very smooth to very rough, the three common wheel sizes (700C, 650B, 26″) offer the same performance. For road or gravel riding, a 10% difference in wheel size is too small to affect the bike’s speed in meaningful ways"

FAQS:

Can I switch wheel sizes on my gravel bike?

Absolutely! Many gravel frames can handle both 650b and 700c wheels. It's like having two bikes in one!

What's the best wheel size for a mountain bike feel?

If you crave the wild, adventurous feel of mountain biking, go for the nimble 650b wheels. They'll bring out the trail ninja in you!

Which wheel size is best for gravel racing?

For the speed demons out there, the efficient 700c wheels are your winning choice. Race like the wind and leave others in your dust!


September 2023. Originally published at AMS blog

The Power of Branding: Nurturing Cultural Relevance Amidst Growth

Introduction

The other day I was thinking about brands I used to love which lost their soul, their cultural relevance. I summed it up in a tweet and I wanted to get deeper into it.

The tweet was something like this: 

 A great brand, which is culturally relevant and is consistently growing revenue, with founders focused on the brand, not on the sales, innevitably get the attention of big conglomerates and funds who think they can get it to the next level using their economies od scales and resources. It get bought, the founders get a big check and the new owners shift the focus on: stockholder short term returns, which moves the focus from brand, from long term. Sales (usually) grow, but the brand ends up losing its cultural relevance and eventually after losing its mojo, sales drop following the brand drop. 

The sad story of too many good brands. Many come to mind. In the surf industry: Quicksilver, Billabong or Hurley. In the cycling industry: Cervelo or YT Industries. 

Which brands come to your mind?


Building a Rockstar Brand: It's All About Culture and Cash

A killer brand isn't just about making the big bucks. Nope, it's about hitting home with people, becoming a part of their lives, and dancing to the same cultural beats. And guess what? When a brand nails that cultural relevance, the green moolah starts pouring in naturally!

Oh, the Temptation of Being Acquired

Picture this: You're an awesome brand, and all of a sudden, the big fish wants to gobble you up. It's flattering, for sure, but it also means dealing with new bosses and their fancy ideas. It's a thrilling ride, but hold tight; it comes with its own set of challenges (not speaking from experience ... yet)

Shifting Gears: From "Brand" to "Cha-Ching!"

When the big guns take over, logic says they wanna make it rain, right? So, they focus on boosting revenue, which is cool, but sometimes it means losing sight of the brand's long-term vision. The brand that once stood for something unique may start feeling like a dime a dozen, and that's not good for the soul.

Don't Kill the Vibe: Sales vs. Heart

Ah, the classic dilemma! Do you go all-out on sales or stay true to the soul of your brand? It's like choosing between pizza and tacos! The temptation of big sales can overshadow what makes the brand awesome, leaving it a bit lost in the crowd.

Brands Without Soul: The Abyss Beckons

It's a sad tale, folks. When the brand's cultural relevance fades, it starts spiraling into the abyss of "just another brand." It loses its mojo, and customers feel it too. Without that unique spark, it's hard to stand out, and that's when things start to crumble.

The Sad Fall: Sales Tumble After the Soul Drops

Hold on to your hats, amigos, 'cause it's about to get real sad. When the cultural relevance goes kaput, the sales follow suit. Customers who once adored the brand start to look elsewhere, and it's like watching a beautiful castle crumble to dust.

Guard Your Essence: Cultivate that Cultural Connection

Worried about the fate of your brand? Don't be! The secret sauce lies in your cultural connection. No matter how big you grow or who joins the party, stay true to your roots. Nurture that cultural relevance like a boss, and you'll keep winning the hearts of your audience.

Conclusion: Branding = Long-Term Bliss

The moral of this story is clear: branding is everything! Even when you're playing with the big guns, keep your essence alive. Cultural relevance is your ticket to a long-lasting affair with your customers.

Takeaway: Stay True to Your Roots!

When you're climbing that ladder of success, never forget where you came from. Hold on to your cultural relevance, and you'll be the rockstar brand that people adore!

Branding is the way to go, peeps! Keep that cultural connection alive and rock on! #Branding #BrandBuilding #CulturalRelevance


From Enduro to Gravel: A Personal Journey into the New Cycling Discipline

The transition from Enduro MTB to Gravel cycling is like swapping your hiking boots for running shoes. It's a shift that demands adaptation, but it's also an exhilarating exploration into new terrains. This is my story, a tale of change, challenge, and the sheer joy of discovery. 

The moment that made me consider this shift was a question that hit me after a thrilling 4-minute downhill ride, "Did I want to undergo another lengthy, strenuous uphill ride just for another quick thrill?" The answer guided me towards longer routes, less resistance, and, as I would discover, a completely different kind of freedom.

MY FIRST GRAVEL RIDES: AN ENDURO RIDER IN DISGUISE

I started my gravel riding journey as an undercover enduro rider. The Troy Lee Designs helmet with a visor, the loose t-shirt, and enduro pants were my trademarks. However, as I began embracing longer routes, the nuances of gravel cycling gradually seeped in. The visor became a hindrance, replaced by a road helmet. The t-shirt that caused friction gave way to snug jerseys, and the need for comfort and aerodynamics introduced me to cycling bib shorts. 

FINDING PARADISE ON THE GRAVEL ROUTES

With Gravel, you aren't restricted to specific trails; the world becomes your playground. Still, nothing beats the gravel routes in my local area, especially in the Empordà region of Girona, considered my many the gravel mecca, at least in Europe. These trails have now become my gravel paradise.

A NEW KIND OF STRENGTH

The most rewarding part of this transition? The surge in fitness. The endurance required for long gravel routes has made me stronger, both physically and mentally. I'm not "designed" for endurance but 100Km+ rides, which were not on my radar just 4 years ago, are more and more common.

COMMUNITY AND CULTURE IN GRAVEL AND ENDURO

In terms of community, there are similar variations in both enduro and gravel. However, I noticed a touch more 'style consciousness' in the gravel community, perhaps owing to the nature of the discipline itself.

But in the end it's yourself and those you surround yourself with who determine the culture of your cycling experience.

A PIECE OF ADVICE

Would I recommend making the switch? In jest, I'd say no - we have enough gravel riders already ;-). But in truth, there's no looking back for me. The thrill of fast, flat tracks and the rhythm of group rides have woven themselves into my cycling DNA. 

I changed the flow of flowing descents to the flow of fast flat and smooth riding.

WHAT'S NEXT?

As for the future, my heart is set on fast gravel. There's something undeniably satisfying about speeding along flat tracks, especially when you're part of a group sharing the workload and the adrenaline.

FAQS:

How do Enduro and Gravel compare in terms of physical demand?

Both are physically demanding, but in different ways. Enduro is about short bursts of intense activity, whereas gravel is about endurance and stamina.

Can one cycling discipline replace the other?

It depends on what you're seeking. For me, the transition from Enduro to Gravel offered new challenges, scenery, and a different kind of thrill. I love to own a single bike but both disciplines are compatible if you wish.

What should I keep in mind when transitioning from Enduro to Gravel?

Expect a period of adaptation, from gear changes to a shift in mentality. It's a different kind of ride, so patience and openness are key.

Ah! and do it on your own terms. 

CONCLUSION

The journey from Enduro to Gravel has been a transformative one for me. It's not just about changing your bike or gear; it's about embracing a new mindset and seeing the world from a different perspective. And while there's a part of me that'll always relish the steep, challenging descents of Enduro, the call of the open, long gravel routes is an allure I can't resist. 

From Enduro to Gravel, a journey of change, discovery, and newfound strength. It's been an incredible ride, and I can't wait to see where the gravel roads take me next.


Originally published in All Mountain Style