Spotting Trends and Cultural Creatives Part V

by | Aug 27, 2004 | Archives, DO NOT USE - IBEZ, ibez

Over the past year, this site have focused on trends. Spotting trends is the wellspring of wealth. Nothing is as important to successful investing and business as spotting good trends. “Cultural Creatives” are one of the biggest trends we may ever see.

I am updating my publishing course and this is the fifth message in a series that unveils one brand new lesson from this course which is how to be self fulfilled through Self Publishing. This lesson highlights why understanding Cultural Creatives (who by the way we call Dragonflies) is so vital to our economic success.

This is the fifth of a six part series on “Self-Fulfilled-How to be a Self Publisher”. (You are the very first to see this new material.)

You can read part one, two, three and four of this series, which introduces the Book Cultural Creatives by Paul Ray PH.D, Sherry Anderson PH.D. and tells who Cultural Creatives are.

Go to

Lesson I

Lesson II

Lesson III

Lesson IV

The last three installments have introduced three subcultures (Moderns, Traditionals and Cultural Creatives), who they are and what each likes. Then the fourth message reviewed the Cultural Creatives and ended with:

“Wow. This is important stuff, especially if you are trying to sell books or reports or courses. Frankly we could quit this lesson now. You could go get the book, the Cultural Creatives by Paul H. Ray PH.D.and Sherry Ruth Anderson PH.D, read it and probably be ahead.

But…I am on a roll here with a story to tell. We have left the house unsold and you don’t know my mistakes yet (or the solutions). So perhaps my editor (she won’t want to bore you) and publisher (every page printed costs additional bucks) will let this lesson drag on.”

We continue.

You need to know what happens when a publisher who is marketing to Moderns and Traditionals shifts focus and aims directly at CCs! The book won’t tell you that. (read it anyway).

Back to the house for sale. There we were. We had sold our Dominican condo and the North Carolina cabin. we had our house in Naples for sale and we were changing our entire way of life. Still we did not know why. Nothing happened in Naples. The house just sat there for sale and would not move. In a CC’s way of thinking this was probably because we had not yet made the commitment. Or we could believe that the house protected us until we found the next place to go or whatever. That’s a silly thought, but I believe it. Darn it, we had been nice to that house!

Good thing to, because we did not have a new place to go.

Our business was changing though. We wanted a new way of life as well as a new home and we got it. We wanted to do less office and telephone work so we could focus on more research and writing. We liked this best and we were following the Golden Rule of Simplicity I so often promote, “Do what you love”.

We decided to accomplish this change by expanding our market through strategic ventures. We had good contacts in the publishing field so we would give up part of our profit and let others publish for us. (This course is an example of this very plan. I used to publish it myself). The idea was we would make less per publication but achieve higher sales and enjoy the process more.

Plus I had a compelling urge to write some fiction. Do not ask me why? I created all types of logical reasons, to justify myself, but all I can honestly say is I just wanted to.

I started writing the 65th Octave, as a spiritual economic thriller. The excuse I used for doing this was I wanted to reach a larger audience that had an interest in my now expanded areas of focus. I had expanded from international investing to ethical investing, having fun in business and alternative health. The novel was definitely about spirituality and changes in mentality. The book was aimed at the CCs and reflected what I was feeling. I just did not know this.

I still did not know why I had even made this expansion or that there were Moderns, Traditionals or CCs.

I just stuck to that Golden Rule, writing about and doing what I loved and what interested me. This was all based on the assumption that my readers would be interested as well.

Wrong. Wrong. Wrong. The Golden Rule of Simplicity says your wants, needs and desires represent a market. You can use these emotions as a key to unlock that market. The rule does not say when your wants, needs and desires change that the wants needs and desires of the market where you have been change as well.

Read this carefully. If you use the Golden Rule of Simplicity and your wants needs and desires change, so too does your market!

There I was cranking out the novel thinking that all my readers would love the darn thing. My business plan counted all those readers as buyers plus sales through bookstores and

This would shift the desires of my existing readers and open a whole new market who would also love my international investing stuff. Right? Nope. Wrong on two counts.

The reality? 74% of my existing international investing readers would not be interested in the book and many of my new readers would have an interest in health or spirituality but would not give a toss about international investing. But we did not know!

We set up PR and focused on doing FREE radio interviews and book signings across the country. We were going to get even richer. There was only one snag. The plan did not work.

Financial success was modest. Experiential profits were huge.

Nobody explained before writing the book that fiction is the hardest medium to sell. I know this now. Nobody told me that the publisher would probably not do a darn thing. I know this now. Nobody told me about Moderns, Traditionals and CCs. I did not focus correctly.

I wrote the book. I found a publisher who printed it. He gave it to a distributor and we did our book signings and had lots of radio interviews and only sold about a thousand books. The low sales was because our focus was wrong. Many of the radio shows for example were on Fundamental Christian radio.

This market was as Traditional as you can get. Many others were money shows, which were very Modern. The interviews were great. We sold books, but the book sales did not move readers along to the next sale.

Let’s do the math. The book sold for $19.95. My royalty (had I been paid by the publisher) would have been about $1 a book. You can only do a little to sell a lot with numbers like this if the book is not creating future sales.

Then I had some good luck. The publisher went out of business and I never received a penny of the royalties I was owed. This was good because I got the book back and had to sell it myself. Then I began to figure out what was happening.

I readjusted my focus and unintentionally began to sell the book to CCs. Then my business plan began to work. First, the math changed a lot. I sold several thousand books myself through the internet. I kept the whole $19.95. See the difference?

With a publisher, I had to go do book signings (at my expense),, radio shows etc. and made $1,000 per thousand books sold. Now I made $19,950 per thousands. I like the new numbers!

And because I was selling in the right market, these readers started to buy other courses and come to seminars at the farm.

Speaking of the farm, I have moved ahead of myself. Back to the house in Naples. While all these events were taking place we started traveling to Ecuador and found a hacienda we loved and bought it. We finally found a farm (Merrily Farms-see and bought it.

Now the house could sell and it did almost immediately at a record high for the area we had lived in. When you’re hot, you’re hot. We sold everything, books, clothes, dishes, the Rolls, the sports car, the lot.

There was still a problem. Neither the farm nor the hacienda had a house in which we could live. We moved into a tent. Does this seem strange, moving from a 5,000+ square foot, seven bedroom house into a 80 square foot COLEMAN tent. Merri and I felt strangely proud. We still did not understand why.

This is when 74% of our friends and family probably began checking to see they could have us certified. We began fixing an old Johnny Appleseed farm house and I continued to write what I am sure many readers said were, “strange things.”

On completion of the farmhouse we proudly moved in and invited friends. Some came, were polite and never returned. Others had an even bigger reaction. One gal drove a 918 miles, saw the house, turned around and drove back. She did not even stop to say “hi”. She later confessed being so embarrassed (go figure) she could not come in. “Gary & Merri would never live in a place like that,” she told a friend. She had a real identity problem. She later explained (when she sold her place in Florida and also moved to North Carolina) that we had changed so much it frightened her because inside she knew she had to make these changes as well). She did.

Readers kept fleeing like rabbits chased by hounds (our pumpkin patch hound Ma was another odd acquisition who came along at this time). Still we did not understand.

Fortunately money was not so important. Our kids had now finished higher education and were productive and on their own. We never did spend lavishly anyway. I have since learned (from the book) that voluntary downsizing is a very CC trait.

In fact we were proud of our reduced lifestyle. I even sent my readers an article titled, “The Benefits of Trading a Rolls Royce for a Beat Up 87 Ford” This was classic CC. More Modern readers fled. But that was okay. We now had growing numbers of CCs signing on!

Plus publishing is such a profitable business that even in a greatly diminished state we still made tons more than we spent. I would have felt better about this reduction however if I had understood what was happening.

Yet I believed and stuck with the Golden Rule of Simplicity through all this.

Today as this course is updated, we are about to finish our new, dream house at the farm. Moderns won’t understand why it is so small (just 3,000 square feet).

Some Traditionals won’t like some of the architectural principles used. For example the 30 by 50 foot measurements (according to the Bruce Rawles website on sacred geometry ) represents a 1 to 1.6 ratio sacred geometry ratio called the golden ratio or golden mean. This is a fundamental measure that seems to crop up almost everywhere, including in crops.

The actual golden ratio is about 1.618033988749894848204586834365638117720309180, but I did not think I could explain this to our carpenters so 1 to 1.6 was close enough.

Some believe the golden ratio is the unique ratio that symbolically links each new generation to its ancestors, preserving the continuity of relationship as the means for retracing its lineage.

This was discovered by Fibonacci and the ratios appear in the ratio of the number of spiral arms in daisies, in the chronology of rabbit populations, in the sequence of leaf patterns as they twist around a branch, and a myriad of places in nature where self-generating patterns are in effect.

Leonardo da Vinci used the Golden Ratio in his painting of The Last Supper in both the overall composition (three vertical Golden Rectangles, and a decagon (which contains the golden ratio) for alignment of the central figure of Jesus.

The outline of the Parthenon at the Acropolis near Athens, Greece is enclosed by a Golden Rectangle by design.)

So how can our house miss? 26% of you understand.

Plus we would have a hard time explaining to Traditionals why we have an east facing entrance and the huge silent room in the middle of the house that represents the silence within our soul. These ideas are based on the science of Sthapatya from India. The idea is that buildings are coherence generators, tuning the occupants to the laws of the universe and increasing health, wealth and spiritual well being. Buildings are viewed as living organisms, like the human nervous system, and are designed in “harmonic resonance” with the underlying energy structure of the universe.

I will not even go into why the house is colored golden orange.

This will all be a tough sell to Traditionals, but some of these principles can be found within the architecture of Angkhor Watt in Cambodia, the Pyramids and Sphinx in Egypt, the temples of ancient Greece, St. Peter’s Church in the Vatican, as well as some towns and castles in Slavic countries.

So it goes in our home. 74% or so of the population will think we are nuts. This is okay, if from a publisher’s point of view, we understand who we are and why we feel this way and why we love the place.

I hope you also understand why CCs love the place, especially when they see that we have our own hydro power.

If you understand, (especially if you are a Modern or Traditional) the lesson was a success. You will be looking through your eyes and heart to know yourself and you will be understanding (your and other) markets.

That’s the key to publishing. Know what you are publishing for. Know why you are publishing. If you then get the finances right, you cannot miss.

The important point to notice in this story is that Merri and I followed our hearts, our wants, needs and desires. Our minds did not know where we were going. We got there anyhow!

Following our noses finally brought us to the magazine business that is our main focus now.

Business has just been getting better and better as we have learned where our focus belongs at this time.

Next message on Monday August 30 reviews all this and looks at the big picture. Until then, good everything!


P.S. Here is a true story that shows why a course with Thomas Fischer of Jyske bank is one everyone can gain from.

Seeing Ahead by Looking Back!

Dear International Friend,

I made a horrible mistake. Almost! The supposed error? Letting my mind wander four decades back to an hour I spent with a girl. You can learn from this near disaster as I did, the most powerful sources of wealth, health and asset protection, security and fulfillment of this era.

The girl was pretty and blond. Terry was her name. My imagination spanned 40 years and saw her like she were then. We were 11 or 12 and had known each other since we started Rockwood grade school. Just buddies, our non-romantic friendship lasted 12 years, from first grade till high school’s end. Then she went off to Pepperdine College in California. I started travelling the world. Never saw her again. I hope her life has gone well. But until that reflection I’d never thought much of Terry in 40 years.

What could have been the tragic error was letting that memory touch my heart. Two kids, walking on a crisp, autumnal afternoon. We walked down a sun filled, pine needle covered, dirt path. Huge, fat, green Douglas firs lined the road. Traffic was no problem, not many cars. Young kids could walk safely miles from home. Crossing Stark Street we turned left, hiking three blocks to 182nd. There we passed an old clapboard candy store. I heard the wooden sidewalk of that store slap beneath my feet, felt the soggy planks sag and smelled astringent pitch from the fir trees. Then we turned right, up 182nd for about a mile.

There was Terry’s house. I carried on, walking through a big field, waist high grass turned straw brown by an early frost. There were dozens of paths made by who knows what. Animals perhaps or countless generations of other kids walking home from school. I chose my path and followed it to another wood of tall, rough-barked fir. Crossing one more field, I climbed a rock wall, struggled through a barbed wire fence (my Mom hated that fence ripping my jeans). I was home! Sweet simplicity, that dream. Two kids holding hands, walking on a dirt trail under a crisp, but blue, sunny sky. Pure innocence.

My tragic error was coming back. I returned to Rockwood, Oregon with my kids to show them this part of their roots. Following the route, Terry and I had walked, the old school and those huge gentle trees were gone. So too the candy store, grange hall, old wooden buildings and their home spun honesty and charm. Instead we found six lanes of fast, frantic traffic and road rage. McDonalds, KFC, strip shopping centers. The car radio blared warnings of local gangs and drive-by-shootings. Beauty, innocence, sweet simplicity, replaced by drive ins and drive bys. I started to cry. Gangs and drive-by shootings replacing a tender walk in the sun. Good bye memories, good bye. How can our kids walk in places like this?

How can any of us possibly keep pace in this world that’s moving so fast? Something inside snapped. “There has to be an answer for honest, hard working folks to enjoy the wonderful opportunities of today and regain what we’ve lost over the past forty years”, I swore to myself.

That thought helped start a quest that can now help bring you greater prosperity, security and happiness. That thought eventually led Merri and me to Merrily Farms on Little Horse Creek. Now we can invite you to join us here at Little Horse Creek to share a course on how to invest in these difficult, fast paced times.

This course will be conducted October ??. Thomas Fischer my banker from Jyskebank will help me conduct this course.

This course will help you learn how to keep pace, get ahead, enjoy our modern society but, stop the world from moving too fast.

How can we keep up, without having such a fast paced life we turn into machines? Where do we find time for God, family, charity, and our friends? How can we rediscover those sun filled, pine needle covered, dirt paths we want to walk?

This question led me to begin reviewing the thousands of economic experiences I have shared with readers over the past thirty years. Looking for answers I started digging, asking and observing as I travelled and talked to investors and investment managers all over the world.

I found many answers. All suggested that this puzzle was not one of knowledge or information. The difference between success and failure was a matter of spirit. The keys to great sustained wealth cannot be picked up from our outside world of economics, business and finance. The ultimate answers of everlasting abundance lay within.

This surprised me at first. Investing is not normally considered a spiritual event. Yet everything I learned from continued questioning suggested that success and failure are not determined by external events. This fact was summed up when I read a quote from Sir Arthur Keith, “The course of human history is not determined by what happens in the skies, but by what takes place in our hearts”. The keys to success are something each of us holds inside.

But I was not satisfied with this fact and started asking economic questions of spiritual leaders, Christian ministers, British missionaries from Africa, Shamans from Ecuador, Hindu Pundits from India, a Sufi master from Bhagdad, a Buddhist lama from Brazil. I wanted to develop an understanding about the kinds of spirit which might control investing success.

But religious leaders did not have the answers either. Where I found the clues was between the lines. After so many different types of investment strategies, philosophies and religions; I began to see a connection between all of them. These connections were areas of agreement that seemed to operate below the obvious. It occurred to me that these areas were the truths which affect all things, including our spirits.

The upcoming courses I humbly try to blend the hard facts of business and investing with some of the world’s greatest wisdom so we can learn how to avoid the fate of most investors who are doomed by never-ending fluctuations of fear and greed.

Thomas Fischer will help us with how to use the nuts and bolts of the Borrow Low Deposit High and other global investing tactics that reach the best markets in the era ahead..

I will show how to have natural, easy, stressless ways of making and easily using money. For details or to enroll, go to