Perception:

Have you heard of the Giants Causeway?

It’s this gem on the northern Irish coast.

I was 23 when I saw it. This strange coastal phenomenon with rocks shaped like hexagons. I took this picture before I knew the story behind it.

Our tour guide was this bearded Irish guy. Quite the character. I later found out he was a regular extra in Game of Thrones (I’ll show you a picture at the end of this letter). I don’t think many people could’ve told the Causeway story quite like he did.

“As legend has it…”

He continues:

“Northern Ireland was once home to the Irish giant, Finn McCool”.

I couldn’t quote his exact words if I wanted to.

But here’s the gist:

On a sunny clear day (that day it was), you could see the borders of Scotland in the distance. There lived a Scottish giant, Benandonner.

The two hated each other.

The Scot would hurl insults and threats to McCool from across the sea, until one day McCool had enough.

The Irish giant started to tear out chunks of the coastline, form them into strange shapes, and threw them into the sea, creating a path for him to walk across and confront Benandonner.

McCool snuck onto the Scottish borders, and to his not so pleasant surprise, finds a much bigger Benandonner.

"We’re doomed”, he told his wife.

Luckily, his wife quickly devised a plan:

She’d disguise McCool as her baby. Diaper and all.

When Benandonner saw there was a pathway, he marched on Ireland. When he set foot ashore, he headed straight for what looked like McCool’s home.

He’s met by McCool’s wife and their “baby”.

“McCool isn’t here, but he’ll be back shortly”, she says.

Fooled.

Benandonner doesn’t stick around.

He runs back to Scotland, ripping up the Causeway behind him, so the Irish giant can’t cross again.

"If this is the size of Irish babies...", he thought,

"...then the Da' must be f@#king huge!"

Perception:

A valuable lesson for us marketers:

Your product isn’t what you think it is.

Your product is what your audience perceives it to be.

McCool’s wife couldn’t change her husband’s size. But with a little creativity and quick thinking, she created a perception that scared away the competition, for good.
​

If you're product isn't perceived as valuable, don't sweat.

You can change it.

P.S.

As promised, here's a picture of our tour guide:

(He's the guy on the left)

P.P.S

I married a smart wife.

I've overcome many giants because of her.

Maybe there's a bonus lesson in there for you. Having someone smart, creative, and quick thinking in your corner, can only be a good thing.

Thank you for reading!

Did you enjoy this edition? Please REPLY and tell me.

Jacques du Toit - Founder, Copywriter & Content Marketer

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