Subscribe in a reader

Digital marketing companies including my own, tend to overcomplicate things. With state of the art social and mobile technologies at our fingertips, we take simple problems and turn them into complex solutions.

That’s why I’ve fallen in love with the answer to the most asked question, by customers of our digital marketing companies;

How do I stop consumers forcing me to compete on price?  


… the answer to that question lies in a “murky-pond”, in the heart of Sydney Australia.

Once in its lifetime an eel inhabiting this “sleepy-pond” in middle of “Centennial-Park”, gets the urge to reproduce.

So when conditions are right (usually during a rainy winter) the eels set off from the pond,

(where they’ve lived all their lives)

…across the park into a neighboring racecourse.

There “she” (the eel) tracks “part-way-overland”,

…mostly sticking to “storm-water-drains”, and other water courses she can find.

Continuing her journey south through a number of densely populated city suburbs, across “The Australian Golf Course”, into another swampy area on its fringes,

…and finally to “Botany Bay”.

(the east coast of Australia just south of Sydney)

Just prior to reaching the salt water of “Botany Bay” this “long-finned eel”  sees her gills begin to change, and in preparation for saltwater her eyes start to enlarge.

She enters Botany Bay at Sydney Airport’s third runway.

Her overland journey to this point is remarkable enough for an eel that’s spent her entire life,

(up to 30 years)

…living in the same sleepy pond.

But the journey to the coast is just a prelude to the 2000 km swim she’s about to embark on, as she makes her way to New Caledonia.

(1300 miles away)

Nature is calling her into extremely deep tropical waters in the Coral Sea, where she will “lay-up-to 20 million eggs” as part of her breeding ritual.

Perhaps unsurprisingly, this exhausted eel rolls over and dies immediately after spawning her offspring.

But then something else remarkable happens, when her eggs hatch “the larvae” float south again towards Australia, on ocean currents mother nature has constructed to carry them home.

These “baby eels” start life as a small “gum-leaf-shaped” larvae, growing into “see-through” glass-eels that are invisible to predators.

(nature’s way protecting them in their first stage of the 1300 mile journey home)

They become juvenile elvers just before reaching the east coast of Australia, just to the north of Sydney,

… remarkably, driven by “pure-instinct”, these baby eels locate the ocean entrance to Botany Bay.

They swim back-up through the bay, swamps, ponds, drain pipes and “storm-water-drains”, across the Golf course and the Racetrack, through the same park,

Eels Journey to New Caledonia

(Centennial Park)

…that their mother crossed weeks earlier.

Where they start their new life in the “very same” sleepy pond.

They’ve probably been doing this for millions of years.

Once-upon-a-time this entire Centennial Park area was a chain of wetlands connected by ponds, the ponds ran down to the foreshore and water flowed into Botany Bay.

Our eels’ journey was somewhat easier before European settlement put so many obstacles in her way, despite these obstacles the baby eels have always made their way back.

This migratory behavior is ingrained into the species.

There’s nothing that could have changed these eel’s behavior once their instincts drove them to leave the pond.

What’s the “eels” story have to do with businesses restraining consumer purchasing power?

I’ll explain in my next post; To Be Continued >>>