How a graffiti sprayer became a sales anchor for Nike, Uniqlo, Dior & Co.

Brian Donnelly, known as KAWS, is arguably the hottest artist in the world with over 2.3 million Instagram followers

Hunting scenes in a Chinese department store: Before the doors are correctly opened, customers storm the Uniqlo store. The Japanese clothing brand has not triggered the hype but with fat discounts, but through a collection in collaboration with the artist KAWS. And the scenes in China are just a symbol. The complete T-shirt collection is sold out in seconds online. Why an artist, in collaboration with Nike, Uniqlo, and other brands can provide such hype and how he could win 2.3 million Instagram followers with his art, we break down here.

Brian Donnelly, known as KAWS, between his characters (Photo: KAWS / Hye-Ryoung Min)

Originally from New Jersey, Brian Donnelly first caught his attention in the mid-’90s in the sizeable neighboring city of New York. He sprinkles billboards and bus stops and decorates them with his characters “The Companion” (reminiscent of Mickey Mouse), “Bendy” (a sperm head) or “The Accomplice” (a kind of hare). What unites his characters, two X instead of the eyes – as it is known from dead cartoon characters. And it is precisely these signs that become his symbol throughout his career. In time Donnelly gives herself the stage name KAWS. “There is no meaning behind this,” the artist explains as early as 2010, “These are just letters that I like: KAWS. I had the feeling that they work well together. “Today, KAWS is the artist around which there is probably the most hype around the world – even digitally.

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Breakthrough with toys

“When I started out-of-home advertising, I noticed that the advertisements placed my works in a precise time,” says Donnelly. “You could see dozens of painted walls and could barely tell if the graffiti was from the 80s or 90s. But if you over-paint advertising, it immediately clicks. “With his anarchistic way of making art, KAWS ‘career starts to do its thing from well-known motifs and figures and to cooperate with other brands – albeit in the early days without consent the brands. At times, Donnelly also works as a freelance illustrator for Disney. A job that apparently has had a major impact on his work in designing his character “The Companion.”

Donnelly made his first splash in the crowd in 1999, when he released vinyl figurines with the Japanese fashion label, Bounty Hunter. Limited to 500 pieces cost at the time of 50 to 100 US dollars. Today they are traded for over $ 3,000 on art platforms or eBay. “I put the money I earned with it into the production of my next toy. In 2002 I started my own website and sold it directly to my customers. So I was able to produce more and more characters, “said Donnelly.

The first toys launched by KAWS in 1999

KAWS continues to do so today, offering only one product on its site. The current “cuddly toy” (a pink version of his “Companion”) was put online in April 2019, costs $ 200, was limited to 3,000 pieces and of course, sold out within minutes.  Just one day later, resellers call almost $ 1,600 for the figure.  In this case, KAWS uses the Drop’s marketing technique in his direct-to-consumer business, which has been perfected by various hype brands such as Supreme.

Pharrell Williams gives a push

From an early age, Brian Donnelly has quite influential fans who give him a boost after the success of his first toy collection. In the early 2000s, he met Tomoaki Nagao, known by his stage name Nigo. The Japanese are now known worldwide for his streetwear brand “A Bathing Ape” short Bape, which he founded in 1993 as a simple shop in Tokyo and 2011 sold for several million US dollars. In 2001, Nigo and KAWS started their collaboration, which triggers the rise of both. They work together to create several collections for Bape and work on art projects by KAWS. “Nigo is one of my biggest supporters to this day. The only pictures in his house in Tokyo are from me. Otherwise, he only collects Bentleys, “, says Donnelly.

KAWS later got to know Pharrell Williams about this Nigo. The art and fashion crazy singer and producer (you just have to mention “Happy,” and you have an earwig) brings Donnelly finally into the hip-hop scene – and collects similar to Nigo everything KAWS does. Through contact with Williams, Donnelly designed the cover for the deluxe version of Kanye West’s 2008 album “808s & Heartbreak”.

To this day, Pharrell Williams and the artist are intimately connected. Williams keeps making (possibly unpaid) ads for KAWS art and products on his social channels. An Instagram photo with a KAWS stuffed animal also brings nearly 120,000 likes on the singer’s channel. In 2014, the two work on the perfume bottle for Williams’ fragrance “Girl,” which he brings to Comme des Garçons on the market. To this day, the colorful KAWS-style bottle is available on the market.

Pharrell Williams with the perfume bottle designed by KAWS

Cartoon icons as a springboard

In the mid-2000s, KAWS caused a sensation with a new idea – and finally laid the foundation for the ongoing hype surrounding its brand. In 2005, he released a series of pictures titled “Kimpsons” in which he paints the Simpsons in his style and with double X instead of eyes. In April 2019, an image from the series for $ 14.7 million will be sold at auction in Hong Kong. “I like the Simpsons because they are so fast to read. You can be in any country in the world, and just, Doh! ‘ says and everyone knows what you’re talking about, ” says Donnelly.

In 2008 he repeated the game with the Smurfs under the title “Kurfs” (the Smurfs are called “Smurfs” in the USA). Several images from this series will bring KAWS over $ 2 million this year. Also, Spongebob Squarepants is alienated by the artist.

Collabos with the big brands

In his, work, KAWS shows a sense of what is equally vital in the art scene and in the general public. No wonder some of the world’s best-known brands work with him – and sell products with his creations in no time. As early as 2008, he designed a sneaker for Nike within an action in which 18 different artists plan well-known Nike shoes according to their ideas. 2017 is followed by the significant extra charge with the Nike daughter Jordan. The joint collection, which also includes a sneaker for $ 350 new price, it sold out immediately. The shoe with the KAWS-Xen on the hoe is now traded for over $ 1,200 on resale platforms.

Since 2016, KAWS has been working intensively with the Japanese fast-fashion brand Uniqlo. His old buddy Nigo is now creative director of the UT division (“Uniqlo T-Shirts”). “It’s not that I want to make Collabos a big part of my job. It’s just something I’ve always done, “says Donnelly. “For me, it’s a funny win-win situation. You can learn a lot and at the same time find out how you can work better yourself. “The collaboration starts with typical KAWS motifs and his characters. The shirts cost only 20 US dollars but are still traded for some 100 dollars today.

One last big run on KAWS shirts

2017 follows a threesome collabo between Uniqlo, KAWS and the Peanuts, 2018 are characters from the Sesame Street turn. Uniqlo and KAWS once again relied on the artist’s motifs for the collection, which was released on June 2019. And the hype is obviously more significant than in the years before. From China, there are videos of chaos and brawls in Uniqlo stores. Everyone wants a $ 20 shirt from an artist who otherwise earns millions of dollars in sales.

Pieces from the current KAWS x Uniqlo collection

Alone with the announcement of the group and the simultaneous announcement that this will be his last with Uniqlo, KAWS recorded on his Instagram account almost 200,000 likes and over 2,500 comments. This announcement fuels the hype again. Even online, his shirts are sold out immediately, in the meantime, the Uniqlo shop collapses under the onslaught. “I actually like the situation that people can buy something relaxed, without looking at the Resale,” says Donnelly Vogue. “Many people are building their lives to resell my belongings. Uniqlo helps me to get around this. They have 2,000 shops worldwide. “

An Instagram artist?

Friendship with Pharrell Williams, pop art with familiar characters, collaboration with major brands. All these points have indeed resulted in KAWS now has nearly 2.4 million followers on Instagram. According to the analysis tool InfluencerDB, its channel continues to grow by an average of 10,000 fans every three days. Since mid-2018, KAWS has gained more than one million followers. A growth factor of the past year may have been the cooperation with Dior. The artist had worked with the luxury fashion house for their spring/summer collection in 2019 and designed several (costly) pieces.

On the catwalk show was a vast, made entirely of roses “Companion” KAWS (dressed in a Dior suit) in the center. The figure alone caused a stir on Instagram – even among the more than 27 million Instagram followers of the luxury brand. Mega-influencers like Bella Hadid (25.5 million subscribers) posed with little plush versions of the Rose “Companion” on Instagram.

The “Companion” of roses at the catwalk show by Dior

100,000 website visitors in two days

For Donnelly, Instagram is the best way to interact with his fans – while also generating traffic for his own website. “My homepage used to be dusty. Then I decided to sell something on it. Within a day or two, there were over 100,000 people on the site and over a million if you count all the bots that tried to tap something, “the artist says.

The hype should not decrease in the future. Currently, large installations of inflatable KAWS figures are causing a stir in Asia (and long lines). The names by auction sales of his artworks only in 2018 to nearly 35 million US dollars exploded (previous year: nine million dollars). The purchase of one of its 14 million units is expected to further increase in 2019. However, this is not money that KAWS can put in his pocket. After all, the artist does not sell the pictures himself. It just shows how the art scene is now celebrating Donnelly. And the next collab with Jordan for a new shoe is rumored already in the works.

Cookies: What You Should Know About The Small Files

The most important thing about cookies soon

cookie (“cookie” or “cookie”) is a text file that is stored by a website in the browsing history of the person visiting it. If this user calls the page again, then the cookie sends this information back to the server – thus it can be understood how often and how long a page is visited by the same user.

Through the use of cookies, operators can optimize their offers, as this way the traffic of one’s own side is pointed out and the user preset changes are available again at the next visit.

Cookies and other programs that serve data storage are widely frowned upon by many users. In particular, cookies are often very vulnerable to data misuse.

“Biscuits” on the Internet

Almost everywhere cookies are used by websites. 
What does that mean for the user?

Although the term “cookie” generally leads to associations with sweet pastries, a cookie while surfing has nothing to do with a snack while surfing. The electronic namesake is the center of many arguments, and despite the innocent name, many users are skeptical about cookies.

What is a cookie/cookies? What does “cookies” mean? Why is a cookie message appearing recently when a page is visited? Should I agree or disagree with cookies? The following guide answers these questions and gives you an overview of the topic.

What are cookies – and what are they not?

Since there are many uncertainties and misconceptions regarding cookies and their function, some underlying mechanisms should be clarified.

Even though the Internet still promises anarchistic anonymity for many, users are far from being as unrecognized as they would like to be. Traces will be left on the Internet in different ways – the majority of users are not aware of the personal ” digital footprint.” This basically starts with what data is already left when you enter the Internet; this is important for understanding cookies.

A user can be found in the network above all by its IP address, ie, the assigned address of its technical device. Whether PC, tablet, or smartphone – every Internet-enabled device has an IP address. This does not mean that with the use of the Internet, your personal files can be automatically accessed from the outside or that people can be easily located by their IP address. The IP address is, among other things for the Internet search history important because the Internet via a browser over the respective IP address is recorded.

Cookies from 
Google & Co. are short, digital text files

Cookies are, technically speaking, nothing more than small text files. A website places this file into the browsing history of a user – that is why we also talk about “setting cookies.” The cookie is either from the server to the private user sent ( HTTP cookie ) or when a page is generated ( scripted cookie ).

cookie is, therefore, a text file that is sent through your browser to the appropriate server each time you revisit a website. In this way, the pages ” remember ” previous visits and can be customized to suit the user and their browsing habits. A cookie stores the tour not only on the hard disk of the user but also through the transmission on the server of the page operator.

The duration of the stock is divided into two types of cookies. Online services that handle sensitive data often work with session cookies: they automatically delete themselves when the browser is closed. Persistent cookies – these are much more common – persist for months or even years in the computer, as long as they are not deleted.

Caution: Do not confuse cookies do not use a DoubleClick cookie” – the latter is the name of digital marketing tools from Google.

The regulations for cookies within the EU

Since the countries of the European Union represent a community and liberal value system, the uniform rule is also being sought about the question of data protection on the Internet. That’s why the ” ePrivacy Policy” was issued. This has been extended to include precise guidelines for handling cookies – the latter is also known as the “Cookie policy.”

The following is found in Article 5 (3):

Member States shall ensure that the storage of information or the access to information already stored in the terminal of a subscriber or user is only permitted where the subscriber or user concerned is able to do so on the basis of clear and comprehensive information provided in accordance with Directive 95/46 / EC, inter alia, on the purpose of processing, gave its consent .

Therefore, the majority of web pages displayed on the first visit to a corresponding cookie Note text one – often with the tenor that the use of cookies to improve surfing experience and ultimately benefits for the visitor/customer brings. When a website is visited, and the cookie hint pops in the field of view, most users still vote directly. Often it is just an indication that cookies are used – there is no approval there. This is, in fact, contrary to the EU directive on cookies and data protection.

The remaining ePrivacy Directive and the 2009 EU Cookie Directive will is adopted by the EU in May 2018. Data Protection Ordinance is superseded.

Just because almost every website now displays a cookie hint does not mean that cookies have never been set before. Cookies have been in use since about the early 1990s and have since been used in almost all page visits in the background.

About the functions of cookies

Usage analyzes for site operators

Through the use of cookies and the information that they generate, operators can not only understand the visit times and the frequencies of their pages. Based on the usage streams, internal errors can also be detected, and offers can be managed accordingly. Sales and comparison portals, streaming services, search engines, catalogs, etc., therefore, often have precise hit rates. Because the usage behavior is compared with each other and thus, the best possible result can be determined.

Here it is important to emphasize that the corresponding cookies should be detached from the natural person. How often and how long a user spends on certain parts of a website can and should contribute to the improvement of online services without personal data.

Advertising to finance the websites

By using cookies, personal user profiles can be created

The visit and use of many sites are still free for the user – which is why few thoughts on how the operators of a website, even finance.

An essential source of income is advertising. Although it is often perceived as annoying by the user, it serves to maintain web pages so that they can still be used free of charge. Cookies are used to tailor advertisements to the respective user and present them individually when the page is accessed.

Although it is generally true that cookies can only be read out from the page you set, advertising agencies count as ” third party providers ” and thus also have access to the information provided by cookies. In addition, banner ads on websites sometimes set their own cookies. If, for example, an advertising agency is represented on two pages that are visited by the same user. Then the information gained through the cookies can theoretically be combined into a personal profile.

Personalization for the user

The memory function, which serves cookies, are mainly the page itself – but of course, they also have advantages for the user. By using a cookie, revisiting a page will reuse those settings that the user made on previous visits. These include, for example:

the conversion of the page language

Zoom and font size

Fill in fields for data entry (personal details, user account, email address, etc.)

already driven elements on the page

Product suggestions, which are created based on previously selected/purchased products

Personal wish lists and shopping lists

Cookies are not fundamentally wrong or harmful files per se, but a standard page optimization tool. Nevertheless, you can pose a security risk if misused .

Privacy and cookies – a field of tension

Privacy and cookies are often in conflict

Data misuse on the Internet is a common legal issue that still has a lot of criminal energy. In most cases, it is about the profit-oriented sale of records, identity abuse, and of course, money squeezes. Although case law and the police want to step up their actions against such crimes, the rate of investigation is often low, and the perpetrators can not be determined.

Due to the sheer endless number of portals, there are various ways in which online sledder can be operated:

  • Spam mails (alleged money gifts, payment reminders of supposed purchases, as reputable disguised emails of well-known pages connected with the request of data input, etc.)
  • Malware with payment requests (Trojans that block the use of the PC, the generation of viruses and the associated anti-virus software, etc.)
  • the spying out of account data
  • Extortion through personal imagery or records of a hacked computer camera

The experiments range from ridiculously obvious scam mesh to very professional appearing offers. Especially older users often fall for such tricks in, since a background knowledge is missing and spams often strike a threatening tone.

About cookies is a data theft possible

If you agree with cookies, you often not only reveal your search history

The possibility of data collection via the use of cookies the most significant criticism of the small files. If you see exactly the product you recently clicked on another page while browsing a banner ad, or if you’re wondering how spam senders found your email address – in both cases probably a cookie. If cookies are vulnerable to external attacks, personal data is theoretically accessible.

Not infrequently, large sites are victims of hacker attacks. Email providers, personal messaging services, and other sites are attacking hundreds and thousands of user accounts. But even on a small scale, this takes place regularly.

Faulty and insufficiently protected cookies can be the reason for such data theft. In the past, several cases have been published in which personal data of ignorant users could be viewed from outside via security gaps in cookies and could also. However, this does not only apply to criminal and fraudulent activities on the Internet. For example, in the course of the NSA affair in 2013, it became known that state information about Google cookies collects information about its users.

 The personal profile on the Internet

Disabling cookies and protecting their data is often not complicated

If websites use cookies, then in some way a visitor profile is created. However, this should be done on an anonymous basis – that is, the information sent by cookies should not be attributable to a particular person. The optimization service works in most cases, even if page views and search queries are not linked to personal data.

However, in many cases, a very accurate user profile can be created through the cross-site and sometimes illegal merging of cookies and other data. Browser histories, web searches, purchases, personal account activity – through such gathering, not only can a person be uniquely identified, but he is recorded with all their activities.

Since this type of profiling is a gross violation of individual privacy, many parties are working to block such reconciliation and to ban the sale of user data for profit legally.

Accept cookies – or rather not?

When discussing the necessary and unnecessary use of cookies and privacy, the dispute swiftly hits the millennium. The reason for this is probably that this topic is often fueled by the fundamental discussion of freedom and security, business interests, and consumer interests. Especially against the background of the ever-publicized scandals about the lack of protection of personal data, recording mechanisms such as cookies cause a dull feeling.

It should be clear that despite all external efforts, the World Wide Web remains a mostly unregulated place. This will undoubtedly change over the next few years – but by then, the user should think twice about what he wants to share on this network.

Deleting cookies supports privacy

So whether or not you allow cookies to be set depends on what’s important to you personally and, of course, how you use the Internet. If you value the personalization of online services and you do not have any problems with your browsing habits being tracked by pages you visit, then the use of cookies will probably not bother you. However, many users do not feel comfortable knowing their browsing history is logged.

Deleting and deactivating cookies – this is how you proceed

Of course, it is possible to ignore the cookie hint on a web site simply – but many are bothered by it.

If you use one of the significant search programs and want to deactivate cookies, you can set this via various add-ons for your browser. If you want to remove already set cookies from previous visits, you can make changes to the privacy settings. For example, Safari and Firefox allow a lot of control over cookies. Even Google, whose search engine is often criticized, offers in its browsers Chrome and Chromium such deletions.

Tip: If you want to reduce your data while surfing, a good practice is to use a metasearch engine. This anonymizes your entries, prevents storage on external servers, and usually delivers the same results as popular search engines.

The Rise of Microbrands

Young, agile microbrands hunt down the long-established brands of customers. In a few years, they could have already taken up a quarter of the market. What that means for the commerce and ecosystem of service providers, software manufacturers, and agencies.

The cases of the Microbrand Horizn come with a 5,000 mAh power bank, so that the smartphone charging station is ready for travel while traveling. 
(Photo: Horizn)

The queue in front of the pop-up store is long, dozens of teenagers are lining up in front of the Gustavhalle in Hannover to shop. Not enough, that some have taken long journeys, no, the patient crowd also pays 5,90. This is not about a new Apple concept, but a temporary cosmetics store of the YouTuber Dagi Bee: On their fans and followers, the personal brand of the influencer exerts at least on this day a more significant attraction than that of the established cosmetics manufacturers.

Watch manufacturer Kapten & Son relies heavily on cooperation with influencers. Brand ambassadors include Lena Gercke and Farina Opoku ( @novalanalove on Instagram). (Screenshot: Kapten & Son)

Such microbrands, small, fast and highly digital-affine brands, concentrate on the shelf on a single product or a clearly defined segment and maintain this even in later expansion phases. Behind it are often, but not exclusively, startups or influencers. And not only the cosmetics industry knows the phenomenon. Horizn Studios’ cases make Samsonite hard work, Harry’s razors make Gillette sweat, Little Lunch’s dough products conquer shelves that were formerly reserved for Maggi, and the watches by Kapten & Son tick against Junghans. “A microbrand alone will not bring down a big brand,” says Martin Schulte, Partner at the consulting firm Oliver Wyman. “But if multiple segments of an established company are attacked, can lead to a drop in sales. “In a forecast, Oliver Wyman estimated the current market share of microbrands in the Europe consumer goods market at four to five percent, and the trend is rising. Although microbrands are on average 266 times smaller than established manufacturers, they would faster. Within the next five years, the market share could, therefore, increase to 25 percent.

What makes microbrands better

The emergence of these new digital small and micro brands also affects online retailers. But it does not have to have a negative impact: Established people can use the trend to set new impulses.

The recipe for success of the Microbrands consists of several ingredients. On the one hand, they are very secure in the digital environment and master the branding effortlessly there. A clever mix of digital marketing channels like Kapten & Son is exemplary. The watch manufacturer founded in 2014 by three students in Münster won 730,000 Instagram followers, is one of the first in Europe to focus on influencer marketing. He hired smaller influencers for product recommendations and larger for branding campaigns. Today, Kapten & Son also markets its products via newsletters, Facebook, Snapchat, Twitter, and Youtube.

On the other hand, microbrands generally make good use of the benefits of eliminating inter-trading. In contrast to established brands, they do not have to take into account the sensitivities of existing distribution structures. They sell directly to consumers in the online shop, on marketplaces or in social networks, but are also open to direct buyers of large chains. This saves on distribution costs and keeps the structure flat.

Another ingredient is the absolute customer focus of the microbrands. The US Microbrand Allbirds, for example, wants to produce the most comfortable shoe in the world. Due to customer feedback in e-mails and reviews, the manufacturer has repeatedly added seams or adapted the material – and within a short time: “You did not shy away from revising a model eight times in a year,” explains Martin Schulte. Established brands are usually not so close to the customer that their feedback could be implemented in several iteration stages within a year.

Microbrands are also more agile and do not have to resist the pressure of big competitors. Their lack of size is an advantage. Before established brands notice the competing mini-brand, it is often too late. The Little startup Lunch, for example, first distributed ready-made soups in a fast-paced online shop. Now, the soups, instant soups, and smoothies can be found in many supermarkets and drugstores, taking market share from Maggi.

What Microbrands Online Learning Can Learn

Not everything that distinguishes Microbrands is foreign to online retailers as well as established brands. For example, they should have mastered the keyboard of digital marketing channels for a long time. On the other hand, when it comes to emotionalization, one or the other can still look a bit like microbrands.

Even more important, however, is that a trend can be studied based on microbrands, which also flourishes for online trading: the end of the so-called private label market. It is no longer enough to make yourself a brand. Also, the popular strategy of making minimal changes to standard products from contract manufacturers and then labeling and selling those white label products themselves are no longer crowned with sustained success – if it ever was.

The founders of Allbirds, Tim Brown and Joey Zwillinger, have led their startup with the sustainable sneakers for billions in valuation. (Photo: Allbirds)

Dealers have to become manufacturers themselves: this credo, the online trade is currently excellent to follow the developments of the Microbrands. Controlling production itself is a crucial success factor for the future in many industries. It ensures innovation, helps to be customer-centric, and differentiates crucially from other brands and dealers. Just like the US startup Harry’s, Little Lunch has given this strategy another advantage that separates the brothers Denis’ and Daniel Gibisch’s company from other microbrands. Both startups control production and do not let contract makers produce. Little Lunch presents in its own rooms. Blade supplier Harry’s has bought a hundred-year-old razor blade factory in Germany. When the founders discovered that almost all manufacturing facilities worldwide were either in the hands of Gillette or Schick (Wilkinson Sword). They raised the purchase price for Feintechnik GmbH in a specially scheduled capital round in ice field. Harry’s is now able to develop and implement product innovations exclusively for their own company.

Online retailers, like Microbrands, often have a closeness to the customer that lacks big brands. They should use this advantage for product development to discuss and optimize the benefits of a product together with their customers. Only those who are very close to these can quickly develop innovations, following the example of Allbirds. This can prevent customer dissatisfaction and save money. Because of the production is adjusted immediately, no products that need improvement can be sold.

The rise of the microbrands has consequences not only for the online retailers themselves but also for the whole ecosystem. Several software products, service providers, and agencies are working for the trade-in some form. For example, advertising agencies, ERP manufacturers, consultants, and market researchers will be affected. Their offer today often consists of expensive and elaborate offers or products, especially for established brands. The rise of microbrands, for which such enterprise products are simply too expensive, will lower the price level in the long term.

1) Brands that realize up to 100 million euros per year and serve niche markets.

This is probably going to be a trend as it was years ago at the advertising agencies: It is mainly purchased on the price. The high number of microbrands poses a challenge to the retail market, whether it prefers to design microbrand-tailored products or continue to build for large, established brands. The average achievable price will then decrease, but the number of products, services, or SaaS subscriptions sold will increase. For many, it may prove more profitable to sell larger quantities than to charge high prices for a smaller amount of products.

But the market for software and commercial services of all kinds will also shrink. Many new microbrands use startup incubators – incubators that concentrate a lot of know-how in one place and give them the tools they need. Incubators support with in-house experts, developers, and often also SaaS products. If you can rely on so many resources, there will not be a big budget for external consultants or service providers due to lack of demand.


Especially in the categories sports and hobby, eyewear, health, home, and garden, as well as drinks Microbrands, are already successful against established manufacturers. “We expect the big brands to lose more and more shares in microbrands over the next few years, including pet supplies, beauty and care, luxury goods and consumer electronics,” says Schulte. Nevertheless, brands of industrial products are less likely to be threatened by microbrands. According to the management consultant, it takes significantly longer in this area for one of the new brands to win a place.

Another argument could reassure the big ones: Compared to established brands, the fluctuations in the market are higher – small brands come, small brands go. This can have negative consequences for the customer: the death of a micro fire, there are also no longer warranty and customer service. If consumers have a bad experience with both the products and the microbrands themselves, there could be a pendulum movement in the market that will rekindle traditional brands.

Large manufacturers such as L’Oreal react already long on the growing strength of Micro Brands. They either finance external startups themselves, in return for their profits or build up microbrands internally, such as the House 99 shaving kit from David Beckham. True to the motto: cannibalizing yourself is still the best solution.

30 writing tips from Stephen King that make you a terribly good writer

Sometimes you have to crawl through a pipe of shit to get out as a free man at the end.

Stephen King, who wrote the underlying novel, also had to go through this pipe.

Every writer has to go through this pipe full of shit before he is successful.

On his way, through this pipe, Stephen King has learned a lot about Writing, and I have collected his 30 best writing tips for you.

These writing tips come from his book “Life and Writing” – a must for any aspiring writer. And also a must-read for bloggers.

Curtain up for Stephen King:

Writing tip #1) Good writing is not an explosion of emotions

Many of King’s fellow students were trapped in a romantic cloud and believed that excellent Writing was spontaneous. A good book is an emotional outburst that must be captured immediately.

Serious art came… from somewhere out there.

King sees it differently. Good Writing is hard work, where you fight for clarity, the right words, and the right pictures.

It’s mental work. Not the work of any mystical gods.

Writing tip #2) Good writing is both: bright and crazy.

This clarity must not exclude one thing: literary madness.

Stephen King rightly asks: “Why can’t a writer be able to play crazy and still stay normal?

Both are possible: you can write clearly with your head and be wild with your heart.

Writing tip #3) Don’t give up just because it’s difficult

Stephen King learned the following lesson from his novel “Carrie”:

You should never give up just because the story proves to be emotionally or imaginatively complicated.

When you come up against a wall, it’s not a good idea to just turn around and do something else.

Instead, you should persevere and drill through the wall.

Keep Writing!

“Even if you feel like you’re sitting and shoveling shit.”

Writing tip #4) Never stop writing!

Stephen King had alcohol problems for a long time. In his book, he doesn’t cover them up. He also doesn’t justify the fact that he needs alcohol to be creative. That’s nonsense.

When you drink, you drink, whether you’re a writer, a taxi driver, or a bum. “We all look pretty much the same when we puke in the gutter.”

But there’s one thing he couldn’t even be dissuaded from Writing.

He never stopped writing and trusted that things would get better. And it got better.

Trust in the process.

Writing tip #5) Don’t write a manual

Descriptions are important. Without them, there is no picture in the mind of the reader.

But unfortunately, many authors lose themselves in endless descriptions. Stephen King then calls such texts “operating instructions.”


A girl who was 156 cm tall wore a checkered skirt, a white blouse, and a jacket.

The solution?

Vague comparisons. Comparisons are the abbreviation to a quick picture in the reader’s head.

Our example:

A girl came into the room who looked like a schoolgirl from a manga comic.

Bamm! And immediately, the reader has a clear picture in front of his eyes – without you having to list details forever.

Writing tip #6) Be everything, but not frivolous

You’re allowed to sit nervously at your desk. Or excited, hopeful, or even desperate.

Write with clenched fists, a warped face or sweat on your forehead.

It doesn’t matter how you approach writing. There is only one thing you must not do: be frivolous.

Take Writing seriously. No matter whether you want to conquer a lady’s heart with a poem or change the world with your 95 theses.

“They must never sit frivolously on a white sheet of paper,” writes Stephen King.

Especially the headline is still underestimated in this country. Often it is simply thrown at the end. A bad mistake that can cost you thousands of readers.

Take Writing seriously or leave it.

Writing tip #7) Your writing style is like a toolbox

King finds the perfect comparison for the skills of Writing: the toolbox.

You always have a toolbox with you, and you can always fall back on the tools. The more tools you can carry, the better.

In other words, you can expand your skills as an author, just as you can develop a toolbox.

But you can’t do it without hard work (and time and money).

Writing tip #8) Level 1: The vocabulary

The first level of the toolbox is vocabulary. It is the layer you use most often.

And the great thing is: Here, what you already have in tools is enough.

You don’t need a high-pitched vocabulary. You need a dictionary that you understand. Be clear and direct.

A few examples of great authors:

“The river was there. It was a hot day.”

  • Ernest Hemingway

“Some landowners were friendly because they didn’t like what they were doing, and some were evil because they didn’t like being cruel, and some were cool because they had long ago found out that you can’t be a landowner without being cool.”

  • John Steinbeck

In English, Steinbeck’s text consists of 50 words. 39 of them are only one syllable long.

You don’t have to be ashamed of your short words. On the contrary, the short words are the best.

When you artificially dress up your vocabulary, it’s like making up your dog. It seems funny and ridiculous.

Writing tip #9) Level 2: Grammar

Stephen King won’t be here long. Either you’ve understood the basics, so you don’t need any tips here.

Or you haven’t understood the basics in school yet, then you’re a hopeless case anyway.

Either way: Tips for grammar, therefore, make little sense for an (adult) author.

But I can tell you one thing: punctuation marks are essential.

The placement of the comma is decisive for life and death.

” Come eat grandpa.”

“Let’s eat, Grandpa.”

Writing tip #10) Follow the rules – until you know better

As for grammar, King gives an important tip: “As long as you’re not sure you’re doing it well, you’re probably best advised to follow the rules.”

In other words, only if you are sure what you are doing should you break the rules.

Beginners break the rules out of ignorance.

Masters break the rules deliberately.

The reader notices the difference.

Writing tip #11) Level 3: The style elements

You learn vocabulary and grammar at school. You learn style only through creative Writing – not through dictation.

There are many stylistic elements, but Stephen King emphasizes one thing above all else: the paragraph.

The paragraph is underestimated by many authors. It is the instrument that determines the speed of a text. The more articles, the faster the book.

The appearance of a paragraph is almost as important as its content. So think carefully about when and why you make a paragraph.

Writing tip #12) The reader is the most important person

Even if you don’t like to hear it, the reader is more important than you. Your most important task is not to lose him.

He must not drown in your texts, get lost or drown. Take the reader by the hand. Write clearly.

“Without the faithful reader, you’re just a croaking voice in nothingness.”

Writing tip #13,) Adverbs are not your friends

Stephen King has a definite opinion about adverbs: “The road to hell is paved with adverbs.”

Why are adverbs so bad?

Because they are superfluous. Or rather, in a good text, they are unnecessary.

Example with Adverb:

“He closed the door.”

Here you can see that adverbs are mostly used by “lazy” authors who don’t want to bother searching for the right word.


“He slammed the door.”

Shorter, crunchier, more lively.

So fingers away from adverbs.

Writing Tip #14) Fear is the Cause of Bad Texts

“Fear is the reason for many bad lyrics,” King writes in his book.

I fully agree with him. William Zinsser also writes in his guidebook* that Writing is always a matter of courage.

You can’t become a good writer without courage.

What’s the matter with you?

Because then, under the influence of fear, you always write, “I should add that.” “Oh, that sounds too hard. You have to weaken that.” “Maybe I’ll step on someone’s toes with it, I’d rather leave it out…”

Great authors are the conscience of society. They say what everyone thinks, but nobody dares to say.

Stephen King says so:
“Good writing has a lot to do with taking off fear and affectation.”

Writing tip #15,) Writing is refined thinking

Unfortunately, our fingers are often faster than our minds.

We all know the saying: First think, then talk.

The following applies to authors: Think first, then write.

Remove the obvious and the banal from your texts. Surprise the reader.

Writing tip #16) The ellipse

I use this style element very often and very gladly. It tightens the text like Botox tightens the face.

What is an ellipse? An incomplete sentence.

Usually, a classical sentence consists of a subject and a predicate.

If you omit the predicate or subject, the text becomes more jagged, faster, and more dynamic. The ellipse is an excellent way to increase tension in critical moments.

Example without ellipses:

“He ran to the door and listened. He heard nothing. Only the sound of the wind and the rustling of the leaves could be heard.”

Example with ellipses:

“He ran to the door and listened. Nothing. Only the sound of the wind and the rustling of the leaves.”

Of course, grammatically this is not entirely correct. But Writing is not about proper grammar. It’s about seduction.

Writing tip #17) Feel the rhythm

A lyric has a rhythm just like a song.

A song with a monotonous rhythm quickly becomes boring and dull. The same applies to a lyric.

If you only use ellipses, your lyrics sound like a march. Zack, Zack, Zack. This will be exhausting in the long run.

If you only write sentences as long as a few centimeters, it will also be annoying. The trick is in the mix. Create variety. Vary.

The means is punctuation. Play with dots, commas, semicolons, and colons. There are also question marks and exclamation marks.

And not to forget: the paragraph.

Use these means to create a rhythm that captivates the reader.

Make music with words.

Writing tip #18) One sentence at a time

MOSCOW, RUSSIA – AUGUST 21, 2018: Stephen King engraved vector portrait with ink contours. American author of horror, supernatural fiction, suspense, science fiction and fantasy.

Too many authors and bloggers are deterred by the great effort. They imagine a 500-page novel and are paralyzed like a fossil by this image alone.

The typical writer’s block.

The solution? Break the novel down into individual chapters. Split the sections into paragraphs and the paragraphs into sentences.

Now you don’t have to write a novel anymore – just one sentence. That’s less scary.

Just concentrate on the here and now. On the sentence in front of you. And write one sentence after the other.

Writing tip #19) The muse lives in the cellar

Many authors wait for the “muse” for inspiration.

Stephen King doesn’t say it doesn’t exist. They exist.

But she doesn’t just come fluttering into your room. You have to go to her. You have to go to the basement and fight your way through to her. You have to do the dirty work, and only then you meet the muse.

Say: The muse comes to those who work hard and not to those who sit on the couch looking at Netflix.

Writing tip #20) Lots of reading and lots

This tip is obvious. Nevertheless, very few authors and bloggers adhere to this rule.

Many write and write – and don’t realize that they only use clichés. Why? Because they don’t read good texts, they think their books are good.

There is simply no comparison. There is no experience.

Stephen King even adds: “If you don’t have time to read, you don’t have time to write.”

A little tip: audiobooks also help. Stephen King listens to about 6 to 12 audiobooks a year.

Writing tip #21) Mixing styles of other authors

Copying is an excellent form of learning. Especially at the beginning, “copying” is the most effective way to improve your writing style.

If you copy your role models, this is not a bad thing at first. But in the second step, you should develop your own style by mixing these styles.

This creates something completely new.

Writing tip #22) Forget “polite” society

“If you want to make it as a writer, rudeness should be your second last concern. The previous matter should be the so-called better society and its expectations.

Be authentic and try not to adapt to courtly behavior. “Political correctness” and so on are often only loops of princes.

You should not insult anyone. But you shouldn’t write with a silver spoon in your ass either.

Writing tip #23) Leave the TV out

A lot of Writing and a lot of reading – that costs a lot of time.

And the television simply devours too much of it.


Writing tip #24) Playing with your texts

What makes a bad musician?

He only plays according to notes.

He doesn’t improvise, he doesn’t experiment, he never goes crazy. But a robot can also play by notes.

If as an author, you don’t want to be replaced by a robot, then play with your lyrics. Try out, experiment, be wild, be free.

Everything else a machine can do.

Writing tip #25) Write your X words per day.

I’m sure you’ve heard that one before. Every author invokes the famous “writing routine” again and again. But who implements it consistently?

Who is so disciplined that he writes 2 hours every morning before work? Or every evening half an hour before sleeping?

Stephen King has set himself a target: He doesn’t stop writing until he has written 2000 words – no matter how long it takes. And this routine he pulls through hard as nails.

To get started, I recommend that you aim for 500 words a day. That takes just half an hour to an hour.

Everybody can do that – if he is serious about blogging (or writing books).

Writing tip #26) Have a door that can be closed.

Today you can print from anywhere. The question, however, is: Should we do the same?

Your place of Writing should fulfill one condition: It should have a door that can be closed.

This closed-door is above all a symbol of “work” and that you don’t want to be disturbed.

Focus determines the success of a text.

Writing tip #27) Finish it off

With his novel “The Last Battle,” Stephen King didn’t get any further and was about to give up the story. But he had already written 500 pages.

What do many authors do in such a situation? They start a new project because it feels more beautiful. So they escape the blockade and take the path of least resistance.

Stephen King didn’t. He took long walks instead. All alone. And he broke his head over the manuscript.

For weeks he couldn’t get any further until one day enlightenment came. A flash of genius. The novel was saved.

So don’t flee from unpleasant blockades or challenging projects.

Finish it.

Writing tip #28) The reader must find himself again

It’s funny: The reader finds a book particularly useful when he finds himself in it.

Thomas Mann had already said that:

We always only find ourselves in books. It’s funny that the joy is still high and that we declare the author a genius.

Thomas Mann (1875-1955), German writer, 1929 Nobel Pr. f. Lit.

That means for you above all one thing: Be credible, real, and human. The closer to the reader, the better.

Writing tip #29) Please don’t suck anything away

Do you like to chew gum after someone’s already chewed it?


Then why do you use sucked-out phrases that every author has chewed ten times?

Let’s be honest: we all go the easy way and choose the lazy phrase.

There is a “feverish search” because after all, there is “no price without diligence” – that’s what an expert told me who “talked out of the sewing box.”

Come on.

We can do better than that.

Writing tip #30) Pictures yes, clichés no

Pictures are Nutella for your brain. The human mind thinks in images and loves them – just like I love Nutella.

Pulitzer also said: “Write pictorially, then they will remember you.

But what he didn’t mean were the hackneyed clichés and images that we read every day in pathetic texts.

“He ran like a possessed man,” because he was looking for the “needle in a haystack” and because he didn’t find it “he became as white as a sheet” and “pissed off.”

Please spare your readers from such pictures. These are not pictures, they are screensavers. Nobody looks at something like that voluntarily.

Make an effort and go crazy. Think up new pictures, new comparisons, and twist familiar patterns. Then you will tear the reader out of his deep sleep.

The question that changes everything

I particularly liked the phrase by Stephen King. It’s the question that can change everything in your life:

“Does someone really have to put a sticker with the inscription “LETTERER” on it to make you think you are?”

That was my most important insight 3 years ago when I started to take Writing seriously. One thing became clear to me: I don’t have to ask anyone for permission to see myself as a blogger. I am one because I have chosen to do so, not because others have called me so.

I kept telling myself, “I’m a blogger. I’m an author.”

Believe in yourself – especially if the others don’t.

Be great, write magnificent.

Some questions to make your epic blog posts

Can I ask you a question? I do not know if you will appreciate it, because I will try to find out more about you. It may be bothering you. My question is, why are you writing? Why do you spend so much time working on your blog, writing articles?

Sincerely, what makes you sit down at your desk and write? Because you’re not doing it just for fun, are you?

Of course, blogging pleases you. You write on a topic that you like, you write articles on a subject that you are passionate about, you give your best advice to help your readers … But there is something behind all that. A big, important thing that has scale.

Correct me if I am wrong, but deep inside you, there is this desire, this dream inaccessible. You may have repressed him. You think it’s naive to believe in it and hope it comes true. But buried and hidden deep in your heart, he is there: the hope of living your blog. The truth about blogging and life in general.

One day, a friend of mine, Lucas, decided to lose weight. He was unwavering: once his decision was made, nothing and no one could stop him. He made concrete actions by going to the gym five times a week, running on the treadmill like a patient, determined to achieve his goal.

Losing 10 pounds in 3 months: that’s what motivated him. He put energy and intensity into his training, determined to reap the benefits of his hard work.

Yes, but here it was: Lucas was doing all he could for physical exercise, but when he came home, he would annihilate his progress in a moment. Pizza, sugary drinks, fast food, fatty food … Her diet was horrible. I’ll tell you one thing: Lucas never lost weight.

I’m not saying it’s easy, but dieting is simple. He only had to do two things every day: exercise and eat healthily. Only the respected only one of the two conditions. He was playing sports, but the diet did not follow. And because of that, he never achieved his goal.

The truth is that blogging works the same way: if you want to live the life of freedom you dream so much through your blog, you must do things right.

Creating content is good … But it’s not enough. You must perform one more action.

If you want to live on your blog, you have to write fascinating articles. Do not waste time writing average articles and waiting for a miracle, waiting for people to recognize your talent.

Make it happen – create great content that people love, content that people love.

If you do that, you will succeed in creating a real community around your blog. Your readers will become your fans: they will read all your articles and will keep coming back to your site. They will share and comment on your articles. And most importantly, they will buy your products. Because you give exceptional content, they will trust you: your blog will generate sales.

You can finally quit your job, spend time with people who are dear to you and work from anywhere in the world.

I’m not a dream salesman, and that’s why I’m telling you this: interesting writing articles is hard. It takes a monster job, but it’s not impossible. What you need is a method. And that’s precisely what I’m giving you: here are 47 elements in the form of questions that you can answer to turn a mediocre article into an epic content.



Your title is the first (and sometimes the only) impression your readers will have of your article.

According to the huge Copyblogger marketing blog, 8 out of 10 people will read your title … But only 2 out of 10 people will click on it.

Publishing an article without a valid title is like building a house without solid foundations. The title is the base of your essay, and if you want it to be concrete, answer these questions:

1) Emotion: Does your title contain a strong passion? A positive or negative feeling asserted ten times the power of a title. Use powerful words like “failed, doomed” or “inspiring, epic” to get more clicks and more sharing on social networks.

2) Curiosity: Does your title pique the interest of your reader? A good title disturbs the person who reads it. Your title should look so intriguing that your reader will not be able to stop clicking on it (where if he does not, he will be angry all his life).

3) Clarity: Does your title show a clear, unique, and enviable profit?

4) Honesty: Does your article fulfill the promise made in your title? It’s primordial. If you say “How to double your traffic in 30 days” and that all you give is just little tricks and that do not achieve this result, you lose credibility. This is a public phenomenon.

5) Simplicity: Does your reader immediately understand what the article is about by reading your title? If it is not the case, try again. The best titles are the simplest.


If your title is concrete, then your introduction should be hardened steel. The title is essential because it is thanks to him that we will click on your content … But you have no guarantee that it reads.

That’s the job of the introduction. So, if you want articles to read (to the last word), shared and commented, answer these questions:

6) Consistency: Is your introduction consistent with your title? Your reader must feel that he is in the right place, from the first words he reads.

7) Hook: Are your first 10 lines magnetic? Harpoon your reader, leave him no chance to escape.

A great way to do this is to describe the problems your readers have from the beginning. He will recognize himself and want to read what you have written, to the last word.

8) Fancy: Does your first sentence make you want to read the second? Does your second sentence make you want to read the third, and so on?


Unfortunately, the conclusion is too often overlooked in blog posts. Avoid this error by asking yourself the right questions:

9) Commitment: Are your latest lines motivating, inspiring, and pushing your readers to apply your advice? Otherwise, do it. An energizing conclusion is a key to your readers acting (and by that I mean to share and comment on your article).

10) Call to Action: Have you finished your article by telling your readers exactly what you expect from them? Be authoritative for the blow: ask them to subscribe to your newsletter, share your material with their friends, apply your advice …


Your tone of writing is what makes you different from the mass. If you want to be more than just a voice among a hubbub, your sound must be remarkable. And there are some tips for that. Here they are :

11) Conversational: Does your article look like communication between one human and another?

12) You: Do you speak directly to your reader (as I have done since the beginning of this article)? Your text should contain 3 times more the word “you” than the word “I.”

13) Language: Do you use the style of your audience? Avoid jargon and clichés.

14) Exciting: Is your text pleasant to read? Or are your sentences heavy and monotonous? Be passionate when you write. Make your readers laugh, enervate them, inspire them … They will not want to read anything but you.

15) Exclamation: Have you removed the exclamation marks? Because it is a sign of weak writing. Instead of saying, “It’s big! “Try,” It’s enormous. ” Instead of “It was brave! Say, “It was heroic. “

16) Dangerous: Are you serious when writing a new article? If you want to be listened to, then you must start by taking yourself seriously. Do not see your blog just as a blog, but as an opportunity to change the world.


Even the best advice in the world is worthless if your article is not credible. You must show your readers that you know what you are talking about, that you are trustworthy.

Answer these questions to make your writing persuasive:

17) Profit: Do you clearly show the benefits to your readers? An example: do not say that your article learns to write a right sales page (that’s the feature). Say instead that your essay can increase sales (that’s real profit).

18) Because: Do you show your readers the importance of your article? Tell your readers why they should listen to you, and use the word “because” because it is persuasive.

19) Image: Do you support your speech with talking images? Remember, “A picture is worth 1000 words”.

20) Social Proof: Are the advice you give supported by credible sources? Include quotes, expert testimonials, famous examples …

21) Precision: Are you precise in your text? Add numbers and statistics to prove your story and establish your expertise.

22) Science: Do you use scientific studies? Science is the most powerful way to boost your credibility.

23) Depth: Do you get to the bottom of things when you write? Post long, complete, detailed articles. You will be the blogger you listen to when he speaks because you bring value.

24) Research: Do your research, then structure your ideas before you start writing?

25) Understanding: Do you understand your readers? You must know your theme at your fingertips.


26) Simple: Is your text minimalist? Publish your article, cut the passages that are not essential. Keep only the best.

27) Rhythm: Are your sentences always the same length? Or do you alternate between long and short sentences to create a catchy rhythm? This is the mark of a (very) good blogger.

28) Action: Do you have a passive voice in your text? If so, eliminate it. Keep only the active voice for a toned version.

29) Readability: Are your paragraphs long blocks like the Great Wall of China? Leave spaces. My advice: no more than 5 lines per paragraph.

30) Question: Do you ask questions in your article to make it alive?

31) Reading: Do you read your article aloud once you finish writing it? I also thought it was not good for anything … until I tried. You will see all the imperfections of your text, and you can turn it into an incredible story.

32) Standing out from the crowd: Are you using promise chips? They allow :

  • To catch the eyes of your readers;
  • To pause in the text (it feels good);
  • To get your ideas out of the lot.

33) Caption: Do you accompany your images with legends? Do not have captions on an image is like watching a sublime yellow Lamborghini at a dealership, without the seller telling you anything about this jewel, without any explanation. It’s frustrating.

34) Subtitle: Do your captions make you curious and make you want to read more?

35) Police: You’re arrested … Ok, sorry for that shabby joke. Is your text full of words written in bold, italic, underlined, and all colors? Tip: Use only italics to highlight important words (and bold when a sentence is a capital).


36) Practice: Do you write and read a lot? There are no secrets: to be an excellent blogger, you have to practice these two things daily. This is undoubtedly what Stephen King advises (and I fully agree with him). Try to write 1000 words a day: you will make tremendous progress.

37) Meaning: Do you use sensory words that allow people to see, hear, touch, taste, and smell words (e.g., bright, noisy, sharp, tasty, fragrant)?

38) Trio: Do you use the rule of 3 to make your content epic, magical, and heroic? This rule is the one I just used: line up three adjectives or verbs side by side.

39) Power: Do you use powerful words? Instead of saying big, say giant. Instead of great, great. Instead of scary, terrifying. These words awaken your readers and make your article fascinating.

40) Story: Do you tell a story to support your message? Storytelling is an atomic bomb.

42) Empathy: Do you show your readers that you are there for them? Calm their fear, help them reach their dreams … They will thank you by sharing your content. By returning to your blog. And by buying your products.

43) Safety: Are you writing on a random subject (and therefore you are not sure about the buzz of your article)? Or do you use a tool like BuzzSumo to find out what works best to write a viral essay?

44) Contrast: Are you using this little trick that can bring you gigantic results? The principle is simple: contrast two words (as I just did with “petite” and “gigantesque”).

45) Demonstration: Are you showing instead of describing? I give you an example: “Theo is weird. There, I describe. “Theo arrived on stilts at the party”: here I show. You too, show your readers, it’s infinitely more talking. By the way, the “Theo” we’re talking about is me. Nice to meet you

46) Pride: Are you proud when you push this “Publish” button with your mouse? Only post amazing content: you’ll have a torrent of traffic, as well as sharing and commenting en masse.

47) Inspiration: Do you take time to read and learn new things? Feed your brain so that great ideas germinate afterward.

You can do it.

You can live the life of your dreams.

Give up mediocrity.

The hollow articles that do not vibrate anyone? It’s not for you anymore.

Now you will take your blog seriously, publish epic content that will change the lives of your readers, as well as yours. Because if you’re ready to do whatever it takes to build this popular blog that everyone will hear about, that’s what will happen: your life will change.

Do not worry: you have all the necessary tools, all the cards in hand to provoke your luck.

Now, it’s your turn to play. Go ahead to win. I count on you.