If you are looking for a Mother's Day gift this year a personalized birthstone ring may be the perfect gift idea. A Mother's Ring is a made to order ring that symbolizes each child with their own birth stone. For example, your birth month is May, your brother was born in February and your sister was born in September. Your mother's gift would be a ring that is set with an emerald, an amethyst and a sapphire.

The emotional appeal of this gift is that each child is a jewel with their own unique meaning.

Any mom who wears this type of ring will point to each gemstone and speak the child's name to which it belongs. While it is no more scientific than signs of the zodiac, people tend to represent the legend and lore of their birth stones. Since ancient times, certain personality traits have been associated with each gemstone.

The Meanings of Birthstones by Month are shown below.

January birthstone: Garnet is the gem of friendship and steadiness in relationship. During the crusades garnets were worn as protection against accidents and wounds.

February birthstone: Amethyst is the gem of truthfulness, peace of mind and emotional protection. The ancient Greeks believed it brought protection against intoxication.

March birthstone: Aquamarine is the gem of bravery in Greek legend. Other cultural legends say that to wear aquamarine attracts love, affection and new friends.

April birthstone: Diamond is the invincible gem of kings and represents a noble personality. The Latin origin of the word is adamant, one who is strong and unyielding.

May birthstone: Emerald is the gem of youthfulness, fertility, and rebirth. The deep green color has long been associated with the blossom of Spring and in some cultures the magic of the forest.

June birthstone: Pearls are associated with purity, innocence and the virgin nature. Some cultural legends say that pearls are the tears of the gods, others identify the feminine moon as a pearl.

July birthstone: Ruby is the gemstone of passion, vitality and the spark of life. In legend, it is the deep red color of blood within the heart that evokes protection from evil and portends a happy, healthy life to the one who wears a ruby.

August birthstone: Peridot was believed to free the mind of envious thoughts and insure marital bliss. In the middle ages peridot was used to cure disease of the liver.

September birthstone: Sapphire is the gem of heaven and purity of soul. The deep blue color has long been associated with the mystery of the night sky, the stars and all that exists above our earth.

October birthstone: Opal is the gem of vision, insight and magical powers. In medieval europe it was that one who wore an opal could make themselves invisible.

November birthstone: Topaz is the gem of good mental health and protection from injury. The Greeks believed that one who wore topaz would possess an increase in strength and intellect.

December birthstone: Turquoise is the gem of luck, good fortune and success. The soothing blue-green color was thought to bring a tranquil nature to the one who wore a turquoise.

As a matter of practical use, some of the gemstones above are substituted in rings that use faceted stones in a prong-setting style. For example, pearl, opal and turquoise are each too soft to be faceted and set with prongs. These gems are often replaced with alexandrite, tourmaline and blue zircon to approximate their colors and properties. For faceted gems, these have become accepted as modern day alternative birthstones.

How to Buy a Mother's Ring : you can find this type of ring at some local retail jewelry stores or on the internet. Traditionally mother's rings are made in 14k gold. However, since the price of gold has nearly tripled in the past 5 years, a silver mother's ring or 10k gold ring will save you money and it is still a gift of fine jewelry for Mother's Day.

On average, you should expect to pay $ 150. for a silver ring and about $ 350. for a 14k gold ring. The most popular gemstone size is of 3 to 3.5mm. Some ring designs use gems that are 2mm or less and the buyers often end up returning them because the gems are too small to make an impressive presentation. If you buy at a retail store, you will be required to first special order the ring, pay a full deposit, then wait up to 30 days to pick up your finished ring.

Most buyers find that the mother's ring websites are more convenient and the prices are cheaper than retail stores. Just do a Google search for "moms ring". Among the results you will find a few websites that allow you to build your own ring online. First, you can choose from many setting styles that fit 1 to 8 gemstones. Next, you choose your gemstones. You can then preview exactly what your ring will look like. You can even change the order of each birthstone for the most appealing color combination. Some ring styles also allow for the engraving of each child's name near their birthstone.

Ordering on the internet allows you to design your own ring without the pressure of a salesman behind the counter. If you get a live preview of the ring, you can send it to your siblings and think it over before you actually complete the transaction. Your finished ring will arrive in the mail from 5 to 10 days after you order it.

Arizona’s Grand Canyon is an awesome spectacle. The canyon’s sheer size is enough to make any observer stop and take a moment to reflect.

In such an inspiring place, it is no surprise that over the years the Canyon has attracted its share of folklore and local legends. Stories such as these add an interesting dimension to the canyon’s already impressive landscape.

The Havasupai History
According to the Havasupai people, who live in the village of Supai and care for the nearby Havasu Falls, even the canyon’s formation is a mystical subject.

In Havasupai tradition, before mankind there were two gods who inhabited the earth, a god of good and a god of evil. Tochapa, the god of good had a daughter who was destined to become the mother of the living. In an effort to spite Tochapa, Hokomata, the god of evil, flooded the entire earth. To save his daughter, Tochapa built a log boat and she survived the flood, which formed the canyon. Once the earth died, Tochapa’s daughter gave birth to a male child, fathered by the sun, and later a female child, fathered by the water. These two children are the ancestors of the Havasupai people.

Spirits of the South Rim
The canyon’s south rim is the area most visited by tourists, and as a result, it has acquired its fair share of haunted history. Several apparitions are said to make their homes in the famous Mary Colter structures along this rim. El Tovar, which Mary Colter decorated, is one of the earliest buildings and has been visited by many famous guests.

However, perhaps on of the more notable is an ephemeral female. Dressed as if she lived during the great depression, the woman wanders the halls of the hotel. Next door, Hopi House can also lay claim to its own share of phantom visitors. Employees in the gift shop are said to be plagued by the “Brown Boys,” who make their appearance late at night. As boys do, these ghosts generally engage in mischief, rearranging merchandise and leaving a mess to be cleaned up by surprised workers in the morning!

The Egyptian Mystery
Perhaps the most bizarre story associated with Grand Canyon lore is the account of the Egyptian caves. The discovery of these caves was reported by the Arizona Gazette in 1909, by explorer E.G. Kincaid. Kincaid recounted that while traveling down the Colorado River he encountered an underground city.

Kincaid’s description of the city states that it wads a vast network of caves and tunnels, where he found both mummies and artifacts possessing in, his words, an “oriental,” possibly “Egyptian” aspect. The article also indicates a connection between Kincaid’s find and the Smithsonian, however there are no records among the museum’s papers which support this in any way. The tale of this lost city is certainly an oddity in the canyon’s history.

Legends are important to many of the world’s people and to society in general. Legends give us powerful and benevolent figures to look up to and deviously intelligent malevolent figures to condemn (or to secretly admire). The trouble with legends, however, are the details. Since many of our oldest legends–the really good ones–have been verbally passed down over centuries, the details and juicy bits get lost in the cacophony of bards. The Legend of King Arthur and the Knights of the Round Table, or as I like to say, The Legend of Excalibur and the Knights Templar.

As the legend goes, King Arthur is the son of Uther Pendragon and Igraine. He was taken from his father by Merlin who raised him along with Kay. Uther dies and the kingdom was without a king. So, a tournament was held and Arthur, acting as Kay’s squire, forgets Kay’s sword. He runs to retrieve it, but comes across The Sword in the Stone instead. Not knowing the legend behind the sword, Arthur grabs it and runs back to Kay. Kay notices that it is not his sword, but the famed Excalibur Sword. After much ado, Arthur is made King.

After awhile, Arthur runs into some trouble with his kingdom, and decides to form the Knights of the Round Table to help fight off the Saxons. They succeed but the kingdom falls into disarray, with demoralized citizens and quarrelling knights. So, Merlin tells Arthur to send the Knights out to find the Holy Grail, which could save Camelot. They never bring the Grail back to Camelot, and they apparently all die or go mad…but the Knights Templar continued their Quest for the Holy Grail. Were the Knights of the Round Table and the Knights Templar the same group of knights? If so, this is one of the major places that legend lost the details.

By taking a look at physical evidence in addition to historical evidence, we can get a better idea of the situation. During his life, Uther Pendragon possessed a sword that was famous in battle. The main design on the pommel was a stylized cross. Not the Christian Cross, but a cross of equal lengths like a plus sign. This design can also be found on King Arthur’s sword Excalibur and the Templar Knights Sword. Lancelot’s dagger also carries this design, though it is much more discreetly shown. Is it a coincidence that this design continues to show up on various swords, shields, and helmets throughout medieval history? Is there a possibility that the Knights of the Round Table fostered the Knights Templar whose legend continues on for hundreds of years?

Those active in the world of skateboarding would surely find this name familiar; Rob Drydek. Rob has become somewhat of a legend among his peers, having begun skateboarding since an early age, having his career take-off at the tender age of twelve, and having broken numerous world records. But there is more than this person than meets the eye. Proving that he is a jack of all trades-and adding to his already impressive resume of skater, actor, philanthropist, and producer- Rob proves that he has a flair for entrepreneurship by acquiring his own skateboard company.

Skateboards are not Rob’s first dabbling in business. During his early careers, he received sponsorships and acted as contributor to several big-names in the skating industry. Most notably among these is DC Shoes, where Rob helped design his own signature shoes. He had also briefly opened his very own skate shop and even a hip hop music label. However, what made his fans truly excited was when Rob purchased the skateboarding company Alien Workshop in April 2012. Alien Workshop was established in 1990, and produces skateboarding gears, apparel, and accessories. Rob was one of the riders for this company in his early years, but now he that he has become its owner, he is wielding the reigns of creative and marketing power.

It is interesting to note that Drydek has actually worked with Alien Workshop in its early years. Back then, the brand was a fairly small one, waiting to break into the market, and Drydek had helped secure its future. There are several skateboard decks bearing Drydek’s namesake sold by the company, with its signature futuristic theme. They are some of the most well-received of the bunch, having a rating of five stars on a prominent skateboarding shop’s website. Rob’s product line is not limited to technical gear; he also has up an array of DC shoes and shirts.

Rob has further shown that he is qualified to take up such a huge responsibility in Alien Workshop through his latest television show, “Ridiculousness” on MTV, where he shows and comments on sports mishap videos. His business aptitude is shown by how “Ridiculousness” has gone from the screen to stores with its very own clothing and skate line. And it is not only a matter of what Rob does; his success has also largely been because of the effect he has on people. His fan base has even taken to make their own decks as homage to this great skater, as evidence of their dedication to him. Hence, there is an overwhelming support from the industry in this venture, as it is highly anticipated than in Rob’s hands, the brand will flourish even more.

Given his eye for quality, this skater’s skateboard venture is met with great anticipation. After all, this is a person who has broken numerous world records (among them for largest skateboard), learnt at an early age what his dreams were and how to pursue them, as well as has ample experience in the industry. Knowing Rob, with his unrelenting strive and desire to always grow and improve, the future of Alien Workshop would not disappoint.

“The Legends of Peru”

Where legends now flow and flow

Are scattered pieces of the hero’s pyre

(now piled high to reach the sky): here, yes

Here, sing the stones of Kuelap, Chan Chan,

Cuzco– and the Amazon, sing and ring, as

Bards on windpipes blow their echoes…!

Here, cords of music sweep into the jungles

And Andes; here, –yes here dwells the city

Of the Andean sea–stone fortress, built

By the gods with blood and clay, —

Machu Picchu! Here are the visions —

Of ecstasies; –sharper than a condor’s

Wings; here, yes here these legends flow

And flow, and sing! — infinitely,

“The Legends of Peru!”

#1286 3/23/06 Written while in Lima, Peru.

Peru has a lot to offer the adventurous person from: legends from the Amazonas, to Cajamarca, Ancash, Lambayeque, La Libertad, Lima, Ica, Arequipa, Cusco, and Puno; to the far off places like Huancayo, Machu Picchu (by Cusco), Kuelap (in the Amazonas), Chan Chan (by Trujillo); and to Huacachina, las Lineas de Nazca, to Tambo Colorado. Most of these places I have been to.

Wherever you go in Peru, you will find legends, and discovers just being discovered; yes, you become a part of history just by being in Peru. Part of the adventure in Peru is, or can be trekking on routes; for me it is more archaeological sites, for others perhaps a magical journey with a personal itinerary. Again my vice is the ancestral legends perhaps, and the journey–I want the whole cup of coffee, or whole bowl of soup, and in Peru you can have it. I do hope Peru remains the prize of South America–she is right now.

Spanish Version

Poema Introductorio

“Las Leyendas de Perú”

Donde las leyendas ahora fluyen y fluyen

Y los pedazos dispersos de la hoguera del héroe,

Cantan: las piedras de Kuelap, Chan Chan, Cuzco

— ¡el Amazonas suena y suena, como

Flautas sobre zampoñas que hacen volar sus ecos…!

Así, las cuerdas de música barren en las s

elvas

Y Andes; ¡aquí, –aquí mora la ciudad

Andina del mar–fortaleza de piedra, construida

Por los dioses con piedras sangre y arcilla, —

Machu Picchu! Aquí están las visiones–

De éxtasis; — ¡más agudo que las alas de un cóndor

Estas leyendas fluyen y fluyen

Y cantan! — ¡y fluyen y cantan, y fluyen

Y cantan…infinidad! “¡Las Leyendas de Perú!”

#1286 23/Marzo/06 Escrito mientras estaba en Lima, Perú

Perú tiene mucho que ofrecer a la persona aventurera desde: leyendas del Amazonas, Cajamarca, Ancash, Lambayeque, La Libertad, Lima, Ica, Arequipa, Cusco y Puno; hasta lugares muy lejanos como Huancayo, Machu Picchu (por Cusco), Kuelap (en El Amazonas), Chan Chan (por Trujillo); y La Huacachina y las Líneas de Nazca, hasta Tambo Colorado. He estado en la mayoría de estos lugares.

A donde vayas en Perú, tú encontrarás leyendas, y descubrimientos recién hallados; sí, tú te haces parte de la historia solamente estando en Perú. Parte de la aventura en Perú es, o puede ser el viaje sobre rutas; para mí lo es más los sitios arqueológicos, para otros quizás lo es un viaje mágico con un itinerario personal. Otra vez, quizás mi vicio son las leyendas ancestrales, y el viajar–Yo quiero la taza entera de café, o el tazón lleno de sopa, y en Perú tú puedes tenerlo. Espero que Perú permanezca como el premio de Sudamérica–este está bien ahora.

From the dawn of time, people from all countries have invented their own deities and myths. These legends were often handed down from one generation to the next, until the invention of the written word. Once the written word was invented, it was far easier for people to keep record of their deities and the many heroes that went on quests, and mythology involved into something far more interesting and personal for all societies. Gods gained their own personalities and agendas, heroes went off on epic quests, and from the mind of the authors, entire worlds were invented. Myth and legend had been tied in to life back in the days of yore, and to this day, it still plays a very important role in society.

The days of the week are in fact named after the Norse gods, each of whom had a day dedicated to them, even though there are not many people today who are aware of it. The creatures that modern society has come to love, such as dragons, werewolves, faeries and even vampires all originated from multiple legends and myths. Mythology has also played a role in politics and even some of the spoken phrases that we use. Many video games and movies owe their back stories to creatures or figures that have come straight out of ancient texts.

Religion even sprang forth from legends. People needed to believe that there was someone, some omnipotent beings, that created the world and everything within it. Therefore, the gods were born. Our modern religions all have very close similarities to the deities invented by ancient cultures. Though it has evolved in the same manner that all thoughts and dreams do, our religions all contain somewhat modern twists on ancient mythology.

We have even named our vehicles, some of our cities, planets, plants, animals and a few bodies of water after mythological creatures or deities. Pets are commonly named after mythological gods, and that trend has also began to affect how we name our children. Even some of our more commonly used words such as “satire” are simply re-spellings of words taken out of mythological texts. Some musicians include mythological references in their song lyrics or titles, and we still teach ancient religion in school. Though most people probably do not realize it, society is actually very heavily influenced by ancient society and the legends that were created and passed down for thousands of years.

I receive Google Alerts daily on my favorite subject of conversation, cold calling, and I read them. I’m always on the lookout for an opportunity to contribute to a discussion on cold calling, sales, or any other related subject, especially if I can inject some self-promotion!

In the over four years that I’ve been following this subject, I’ve gotten very good at spotting trends, and there’s one that is popular right now: The idea of “Cold Calling 2.0.”

Whoever coined this term no doubt took the name from Web 2.0. However, the idea that cold calling is any different today than it was in the past is far-fetched and ignorant at best. In my opinion, attempting to dupe salespeople and small business owners that there is anything new or different about cold calling that might work in today’s economy is problematic at best, and downright unethical and dishonest at worst.

Here’s an example: I had a coaching call today with an individual who spent over four figures (yes, four figures!) on a package from one of these “Cold Calling 2.0” gurus. What was he taught for that obscene amount of money? To send e-mails to companies, pretending to ask for help, all with the lowly goal of learning who the contact person is.

Well, that’s a lot of effort – and a bit of lying – just to find out who the contact person is. After all, the sales interaction doesn’t even begin until that contact person is, well, contacted … and I’m guessing the recommended advice is the old, ineffective, obsolete cold call.

Let’s face it: A cold call is a cold call is a cold call. I don’t care if it’s a direct, in-your-face, old-school cold call, or a sneaky, pretend-to-be-someone-I’m-not-to-get-a-contact-name cold call. (And if all you have is a contact name, you still haven’t even made the cold call!)

Here are some key reasons why cold calling – whether it’s “old-school” style, or especially this sneaky “cold calling 2.0,” continues to become less and less effective as time goes on:

1. Cold calling lacks honesty and integrity. I’ve been talking a lot lately about honesty and integrity. They need to be the foundation for everything you do, end of story. Without building on those principles, nothing else you do will last for the long term. Sure, you might get a lead and maybe even a sale now and then by being sneaky and telling little white lies, but what will that do for your reputation and self-esteem in the long term?

I have many clients and students who now receive 100% of their business from referrals. Do you think this could be possible if they didn’t live and do business by the highest, utmost standards of honesty and integrity? No way.

A big part of the “cold calling 2.0” myth is using a new “angle” to cold call. Well, I hate to break it to you, but honest, ethical people don’t have to use “angles” or “gimmicks” to do business.

2. Cold calling provides zero value to others. Another subject that’s coming up a lot in my talks and programs lately is that of giving value first. If you give first, with no expectation of reward, and no strings attached to your giving of value, you will reap rewards like you’ve never dreamed possible. People will look up to you as a trusted business adviser, they will respect you, and they will see you in an entirely different light than your competition.

Here’s the clincher: You can’t give value first if your initial contact with a prospect is through a cold call. Instead of positioning yourself as a generous provider of value, all a cold call does is position you as a hungry salesperson who just wants to get a sale … with no regard to providing any value first. This is precisely why closing rates of leads that come from cold calling are the lowest of all, or as my friend and author Jeffrey Gitomer has said, “Cold calling has the lowest percentage of sales call success.” It’s also why prospects tend to trust cold callers far less than other salespeople – they wonder what’s wrong with you and your company that you have been forced to cold call – the last resort of a desperate salesperson – to drum up business. It doesn’t speak highly of you or of your company’s financial stability.

3. Cold calling strictly limits your income by time. Due to the sheer amount of time required to make enough cold calls to get enough qualified leads, you will never make a high income by cold calling. Think about it – with all the time it takes to run appointments, meet with prospects and customers, handle customer service issues, attend sales meeting, write proposals, prepare reports, attend training (including your own continuing education), and so on, how on earth are there enough hours in every week, day, and month to make all those cold calls? There simply aren’t! Sure, if your product or service is a great offer and you’re good at cold calling, you might manage to eek out 100% of quota and hang on to your job for another month, but do you really want to spend the rest of your life eeking out your quota and starting over again next month? Of course not! I assume if you’re taking the time to read this article, it’s because you’re focused and have high goals for your career and your life and want to make the big bucks!

You’re not going to make the big bucks cold calling. Even if you’re some kind of cold calling genius who can make it work, you’re going to severely limit yourself by time and never reach the six-figure and higher income brackets. The only way, and I really mean the only way, to achieve that is through leverage. You need to have lead-generation systems in place that work exponentially, and simultaneously, to generate the quality and quantity of leads you’ll need to have to make the big bucks. That’s what will open the doors to promotions to upper management, consulting opportunities, or my own path – becoming a bestselling author and speaker.

If you’re out in the ocean, you have two choices: Swim back to shore and live on, or tread water until you die. Cold calling, including the new, so-called “cold calling 2.0” tactics, are treading water. Do you want to break through and move to the next level and beyond, or do you want to continue treading water?

Hopefully those points clear up this idea of “cold calling 2.0” and expose that urban legend as just that – a legend. I’m tired of hearing from struggling salespeople who have spent hundreds, or in some cases, over a thousand dollars on these “new cold calling” courses, only to have them fail, spend a mere $97 on my system, and find out it was the answer to their prayers. Save your money, use your brains, and think for yourself … and stop treading water with those ineffective and time-consuming cold calls!

I first heard about chaney from a friend who had recently moved to St. Croix, USVI. Then on my first visit she took me on a ‘chaney hunt’ and I was addicted; both to the smooth, rounded pieces of broken china and to the hunt itself.

As I became more interested, a world of myth and legend opened up to me about the stuff. From the most awe inspiring – that the pieces of china broken in the attacks on plantation houses during the slave rebellions and the later ‘Fireburn’ labor rebellion of 1878 became symbols of the fight for freedom – to the more simple one told to me by local jeweler Whealan Massicott at IB Designs (my vote for the most talented creator of chaney jewelry) – that local children used pieces of broken china as play money in their games (hence the name, a combination of ‘china’ and ‘money’).

Although Whealan’s simpler explanation is probably the one closer to the truth, the more symbolic one speaks to the Caribbean pirate in my soul; and I proudly wear my chaney jewelry as a symbol of my solidarity with the fight for freedom for all people – even if it is such a symbol only to me!

Regardless of the history, or how the little pieces of broken plates and cups make it in into the ocean around St. Croix, nothing adds to the excitement of my snorkeling and diving experiences around the island more than finding a piece of the stuff – it’s rough edges smoothed and rounded by years of tumbling in the sand.

Of course, the best is finding a complete pattern of a flower, or animal or something similar on a centuries old piece of the finest Danish china; but I’m not sure that finding an old piece of heavy white, or even crockery brown, from a piece that never left the kitchen doesn’t thrill me just as much!

Also, there’s that fascination – like that of finding a smooth, beautiful piece of sea glass – in the fact that the ocean will even take our garbage and do it’s best to turn it into something of beauty. If only man could learn the lesson in that! Although it’s often easier to find chaney in a newly tilled field or the disturbed earth of a St. Croix construction site, I think it’s this fact that makes nothing compare to finding chaney in the sea.

So, whether the chaney I find carries in it’s tiny web-like crazes the hopes and dreams of an exploited laborer, or the simpler ones of children’s games; it carries the hopes and dreams of a world that holds honor and respect for all living things and the world we live in. At least it does for me.

"Sometimes the light's all shinin 'on me;
Other times I can barely see.
Lately it occurs to me,
What a long, strange trip it's been. "

"Truckin" by the Grateful Dead, 1970

On a long, strange trip somewhere between Omaha and North Platte on I-80 I met the Grateful Dead. And, while the Dead's music drove us to our destination, we missed the band's ability to drive market share.

In hindsight, the decision to drive my Ford Pinto from Collingwood, Ontario to Sun Valley, Idaho in 1975 was likely fueled by too many tequila shots at a Saturday night ski chalet party. But, then again that was the decade in which we all believed in our invincibility and espoused a "go for it" persona. So, we did.

Bald Mountain is 2,200 miles west. Or, 42 hours at 55mph, the US interstate speed limit at that time. We tested that limit unsuccessfully in Wyoming with financial consequences that would later impact our wining and dining (beer and burgers, more precisely).

Entertainment choices in a 1975-era Ford Pinto were non-existent. iPod / USB connections were not on the dealer's options list. The Sony Walkman wouldn't arrive in North American retail stores for another 5 years. Cattle reports and C&W music all the way from Iowa to Wyoming, we were warned.

Presciently, the Pinto was retrofitted with a cassette deck and cassettes painstakingly recorded from LP's. The usual stuff of the 70's. John Denver occupied the pre-eminent position. Linda Ronstadt not far behind. Gram, Emmylou and Neil always nearby.

Somewhere in the middle of Nebraska, Denver's Rocky Mountain High got old. My Pinto co-pilot popped in Skeletons from the Closet by the Grateful Dead. Truckin, Friend of the Devil and other songs from the album spirited us the rest of the way to our destination, the Pioneer Saloon.

Thirty-five years after that Grateful Dead epiphany, I discovered the insightful "Marketing Lessons from the Grateful Dead, What Every Business Can Learn from the Most Iconic Band in History" at a Toronto bookstore.

Marketing lessons by the Grateful Dead … I'll confess … not the wisdom I sought when avoiding tumbleweed on the interstate on our long, strange trip from Collingwood to Sun Valley.

David Meerman Scott and Brian Halligan's testament to the Grateful Dead's marketing genius is, as basketball legend and lifetime Deadhead Bill Walton writes in the book's Foreword, "a fascinating story of how the Grateful Dead's counter-intuitive ways of doing business are really best practices that work for everyone ".

Formed as a California free form hippie band in 1964, the Grateful Dead performed over 2,300 live concerts until it disbanded in 1996 following the death of band member Jerry Garcia. The Dead performed for millions of rabid and loyal fans becoming the most popular touring act in rock and roll history. Surprisingly to industry traditionalists, not one top 10 album or single chart excepting 1987's "Touch of Gray".

But then again, the top 40 was not the Grateful Dead's focus. The Dead were (and are) a rock band unlike others. A focus on establishing lasting relationships with loyal, informed fans and delivering authentic concert experiences, not radio play.

Authenticity, relevancy and loyalty through four decades. A consistent standard of success equaled by few marketing and business leaders.

The underlying insight of Marketing Lessons of the Grateful Dead is the band's creation and execution of a unique and sustainable business model that relied on communications techniques that we know today as social marketing.

According to the authors, the Dead is "one huge case study in contrarian marketing … the band's marketing innovations are based on doing the exact opposite of what other bands (and record labels) are doing at the time."

The book outlines the Dead making decisions that differentiated them from their competition. Decisions which were hugely unpopular within the industry. Conventional wisdom and music business models dictated that rock bands record and release albums and then use concerts to promote album sales. The Dead turned that business model upside down: concerts first and albums second. Allow fans to record and distribute concerts – – an early LimeWire model.

Marketing Lessons from the Grateful Dead explores a range of marketing concepts the Dead utilized during their remarkable run.

Here's a highlight of four concepts that GreyHawk believes are building blocks for an organization's success:

1) Rethink traditional industry assumptions:
Rather than focus on record albums as a primary revenue source, the Dead created a business model focused on touring, not radio play and album sales.

Marketing Lesson: Challenge established business models and recognize that business model innovation is frequently more important than product innovation.

2) Turn your customers into evangelists:
Unlike other bands, the Grateful Dead established "taper sections" where fans' equipment could be set up for the best sound quality to record their shows. By doing so, the Dead created a huge network that traded tapes in pre-Internet days. Think 1970's Limewire. The broad exposure led to millions of new fans and sold -out live shows.

Marketing Lesson: When knowledge and content are free and distributed, more people learn about a company and its products driving business to that company. Consider the power of communications, social networking.

3) Bypass accepted channels and go direct:
In the early 1970's the Grateful Dead became one of the first bands to create a mailing list where they announced tours to fans first. Later, the band established its own ticketing office, providing the most loyal fans with the best seats in the house.

Marketing Lesson: building a community and treating customers with care and respect drives passionate and enduring loyalty.

4) Build a huge, loyal following:
The Grateful Dead let their audience define the Grateful Dead experience. Concerts were a happening, a destination, a "family reunion" where 20,000 or more audience members were part of the experience.

Marketing Lesson: a company's community ultimately defines who it is. In our era of instant communications, companies cannot force a mindset on their customers. Companies and brands have to earn loyalty through consistency and authenticity.

Did the Grateful Dead business model succeed?

In a word, yes. Fifteen years after the passing of Jerry Garcia and disbanding, the reformed "Dead" band tours and consistently sells out concerts to its loyal fan base.

Is this business model scalable?

Apparently so. Witness the success of U2, Jimmy Buffett and Bob Dylan's and their enduring fan loyalty over decades and generations. In fact, billboard charts for 2010 tell us that each and every artist on the top now 40 earns more from concert tours than from record sales.

A compelling read with marketing lessons that GreyHawk Consulting Group endorses.

And, should you not appreciate the book … Truckin will get you from Omaha to the Pioneer Saloon in Sun Valley. GreyHawk's been there. Done that.

Unicorn is one of the most popular mythical creatures that seem to exist in many culture. In the West, unicorn is usually portrayed as a slender, white beautiful horse with a spiralling horn on its forehead. Unicorns appear only to the pure at heart according to the some legend, this is perhaps why so few of us have seen one. Although the behavior and appearance of the unicorn differs depending on the location, it was usually considered untamable and wild in the Western world, while in the Orient it was gentle, peaceful, meek and said to be the bringer of good luck.

In the West the unicorn was first mentioned by a Greek physician and historian of Persia and India, Ctesias, in 398 BC. According to him, unicorns lived in India. Ctesias described the creatures as “wild asses which are as big as a horse, or even bigger. Their heads are dark red, their bodies are white and their eyes are deep blue. The horn on their forehead is quite long, about half-a-meter long”. the horn was also described as white at the base, dark brown or black in the middle and with a red, sharp tip. People believed that the horn possesses healing abilities. It became quite fashionable amongst royalty and nobility in the Middle Ages to own a drinking cup made of the horn of unicorn since it was supposed to detect poison. The animal seems to be a mixture of a Himalayan antelope, Indian rhinoceros and the wild ass.

In China, their unicorn is called as Qilin or Chilin/ Kilin. The Chinese unicorn is regarded as one of the four sacred beasts: Qilin, Phoenix, Dragon and the Tortoise. Qilin is also considered as a creature of great power and wisdom. Its appearance was always considered a sign of good luck. The Chinese believe that Qilin can only appear during the time when there is a wise and kind ruler or during the time when these great leaders is about to die or being born.

In the West, unicorn is a symbol of strength, agility, endurance, wisdom, perseverance and playfulness. It is also represents hope, purity, grace and love. While in China, this sacred creature is a symbol of good luck, protection and wisdom.