Sunday, June 28, 2009
The parade is always very colorful and the streets and sidewalks filled with cheering people. What amazed me, though, is that I caught the Lifelong AIDS Alliance group and that half their signs were en español!
I saw that as a big sign of the times, that our city is making its mark as an emerging Hispanic market.
Friday, June 26, 2009
Expect a full house and lots of energy when the group Children of the Revolution perform at Cafe Rozella.
Performance starts at 7 p.m. this evening!
9434 Delridge Way SW
Seattle, WA 98106
“When you go to a Children of the Revolution show, you might as well leave your preconceptions about world music at the door” wrote Tina Potterf of the Seattle Times. Fans will usually say something like, “That was the best live show Ive ever been to; I don’t quite know how to describe it.” From Bozeman Montana to the caves of Granada, Spain, from Istanbul to Taiwan, COTR make life-long fans wherever they go.
They can loosely be compared to such breakaway and high-energy world music artists such as Ozomatli, Gipsy Kings, Santana, Manu Chau and the Afro Celt Sound System, but all similarities stop there. Made up of virtuoso musicians, singers and dancers from around the world, COTR blend their Flamenco, Greek, and Rock roots creating, a lush and melodic sound driven by infectious Latin and Middle-Eastern grooves.
The group is fronted by lead singer Vassili, who grew up on the Greek Islands, and former metal head turned flamenco guitarist Eric Jaeger. Sharing the spotlight is Barcelona-born flamenco dancer Encarnación. Their electrifying and sexy concerts showcase outstanding musicianship and songwriting with world-class dance performances. Both world music aficionados and those new to the genre agree - COTR puts on one of the most unifying and entertaining shows in the world.
This show was created by Community Health Plan of Washington to inform and educate the Latino community on various topics by providing a Q&A format with health providers and educators.
The half-hour program will be hosted by Gigi Basaure, and this Sunday's show will feature interviews with Jorge Madrazo and Jackie Vasquez from Sea Mar Community Health Centers, as well as Adriana Flores as a spokesperson for the local chapter of American Diabetes Association. The topics will include diabetes and nutrition.
Tune in to this new show, and let us know your thoughts!
Thursday, June 25, 2009
Night with Esther Marion, Rafael Vargas and Savannah Fuentes Every Thursday at Bilbao Restaurant and tapas bar from 8pm-10pm. No cover. 4500 9th Ave NESeattle, WA 98105-4737(206) 547-5034
====================================================================Arturo SandovalJune 25 – 28FROM: The Pacific Jazz Institute at Dimitriou’s Jazz Alley2033 6th Avenue, Seattle, WA, 98121RE: Performance at Dimitriou’s Jazz AlleyCOST: 28.50
====================================================================Carlos Ruiz ZafónFriday, June 26Come hear master storyteller Carlos Ruiz Zafón, author of the international phenomenon The Shadow of the Wind, read from his latest novel, The Angel's Game at 7 p.m.In the Microsoft Auditorium at the Central Library in SeattleEl Juego del Angel has been captivating readers.Now, thanks to Lucia Graves' translation, The Angel's Game (Doubleday) at last goes into English language readers' hands, as well. To learn more...View "The Angel's Game" in the catalog...
====================================================================Alma Villegas Quartet Friday, June 26, 2009 & Friday, July 10Join the Alma Villegas Quartet at the Cliff House. Built in 1925 and now under new ownership. This beautiful location offers great food, drinks and the most spectacular view of Mt Rainier and Tacoma across the water. Very Special Guest: Chris Blacker on Piano!Cliff House 6300 Marine View DrTacoma, WA 984228pm-11pm(253) 927-0400www.cliffhouserestaurant.com ====================================================================Saturday and Sunday, June 27 and 28, 2009 Flamenco Arts Northwest presents "Fiesta del Verano". La Peña Flamenca de Seattle, under the direction of Rubina Carmona, presents a two night concert series at the Ethnic Cultural Theatre, 3940 Brooklyn Ave. N.E. in Seattle, WA. La Peña comprises seventeen outstanding singers, dancers and musicians; emerging professionals in the Seattle flamenco community and advanced students of Rubina and Marcos Carmona. La Peña will feature an evening of flamenco music and dance, including several new works of choreography: Guajiras, Soleares, Livianas and Farruca. Showtimes are 8:00 p.m. each night. Free parking is available in the lot next to the theater.Tickets are $20 general admission; $15 for students and seniors, and can be obtained from Brown PaperTickets (www.brownpapertickets.com <http://www.brownpapertickets.com/>
====================================================================Eduardo Mendonça & Show BrazilInternational Friendship Festival Saturday, June 27 12:00pm – 12:45pm
Where 8511 38th Ave SW - Lakewood, WA (map)Description Brazilian Music with Eduardo Mendonça. Guest artist: Dora Oliveira (Dance).SeaTac International FestivalWhen Sat, June 27, 5pm – 6pmWhere 9408 International Blvd, SeaTac, WA (map)Description International Festival at Angle Lake Park in SeaTac. Eduardo Mendonça & Show Brazil! Brazilian Music. Featuring: Eduardo Mendonça (Guitar/Vocal and Percussion); David Pascal (Bass); Josh Wilson (Keyboard); Kohen Burrill (Drums and Back Vocals); and Nelson Bell (Trombone).
====================================================================House of TarabTraditional Arabic Music6.27.09 - 9pm-12:30amCasablanca Restaurant 113 Virgina StSeattle Wa 98101Live music and belly dancing with H.O.T Delilah and Laura RoseLot's of open dance! 21 and up$15 at the door - Full Bar- Full menu til close SA: RUMBEGGAE
====================================================================Correo Aereo,Sunday June 28th, - 2pm EVERETT WATERFRONT CONCERT At: City of Everett Waterfront Port Gardner Landing: 1700 W. Marine View Drive, Everett, WA. 98201Bring a blanket and a picinic!Monday, June 29th, - 6:30pmVASHON ISLAND CONCERT ON THE VILLAGE GREEN: On Vashon Hwy right before town (a Zing Go The Strings Concert Series, produced by Town Hall Seattle)====================================================================CINNAMON GIRL- AN EVENING OF ORIGINAL SONG W/ VICCI MARTINEZ, GABY MORENO & CELIA CHAVEZ Sunday, June 28 Genres: ACOUSTIC ROCK , SINGER-SONGWRITER , SOUL7:30 PM (All ages)$12 adv/ $15 dayTriple Door216 Union StreetSeattle, WA 98101Tickets 206.838.4333
==================================================================== NDSUNDAY NIGHT SALSA: RUMBEGGAESunday, June 28Genres: SALSAReturning FavoriteNo Cover9:00 PM (21+)Triple Door216 Union StreetSeattle, WA 98101Tickets 206.838.4333AL
====================================================================On Monday, June 29th 2009 at 7:00 p.m., Centro Cultural Hispano Americano is having an organizational meeting for the participation of the Hispanic/Latin American countries in the Torchlight Parade, which will take place on Saturday, July 25 at 7:30 p.m. in SeattleIf you have a folkloric costume from your country and would like to be part of this effort, please come to Renton Community Center: 1715 SE Maple Valley Highway, Renton, WA 98057-3900 (Tel: 425-430-6700).You may also forward this message to people you know who may be interested.If you are part of a national organization (Chile, Peru, Nicaragua, etc.), please inform your organization the importance of your participation in the parade.Each participant:1. If you don’t have a folkloric costume, men can wear: black pants, white long sleeve shirt, handkerchiefs with the colors of the flag of the country representing, black comfortable shoes, straw hat (optional); women can wear: black skirt, white long sleeve blouse, handkerchiefs with the colors of the flag of the country representing, black comfortable shoes, straw hat (optional)2. Attend at least organizational meeting;3. Pay a $5.00 fee registrationNext meeting: Saturdays July 11 and 18 at Seaward Park in Seattle ====================================================================Latin Jazz Trio with Carlos Cascante Tuesday, June 30, 2009- 9:30 PMCellars Restaurant and Lounge2132 First Ave., Seattle, WA 98121
====================================================================CallejónEvery Thursday-Sunday at 7:30pm$6 child/$12 adult Callejón, an original bilingual musical with Teatro Del Milenio of Peru.Langston Hughes Performing Arts Center 104 17th Ave. S, Seattle 98144 (17th & Yesler) (206) 684-4710www.brownpapertickets.com/producer/13777 <http://www.brownpapertickets.com/producer/13777> ====================================================================Miho and Diego Duo July, 5 2009 02:00 PM - Tanabata Event Quenas, marimbas. A fusion of Latin American music with International rhythms1502 Lake Washington Blvd, Seattle, Washington 98144 - Adults 18-64: $5
====================================================================Eduardo Mendonça & Show Brazil2009 "Spirit of Liberty Award"Saturday, July 4 -12:00pm – 1pmWhere Seattle Center - Seattle, WA (map)DescriptionEduardo Mendonça will be receiving the 2009 "Spirit of Liberty Award". On Saturday, July 4th, the Ethnic Heritage Council honors the naturalized citizen Eduardo Mendonça who has made outstanding contribution to his adopted country, the U.S.A., while maintaining his ethnic heritage. Congressman Jim McDermott will present the 2009 “Spirit of Liberty Award” to Mendonça of the Brazilian community. Eduardo Mendonça is the first Brazilian and South American representative to receive this award. The 2009 “Spirit of Liberty Award” will occur during the 25th Annual Naturalization Ceremony at Seattle Center, from 12 noon to 1 pm, with a concert of festive selections beginning at 11 am by William Blayney and the Greenwood Concert Band. Over 500 people, from more than 75 countries, will be sworn in by a U.S. District Court Judge, as new citizens of the United States of America. Cultural SundaysWhen Sun, July 5, 1pm – 2pmWhere The Children's Museum - 305 Harrison Street, Seattle, WA 98109 (map)Description Eduardo Mendonça will be introducing museum visitors of all ages to the culture and customs from Brazil by presenting Brazilian songs and rhythms.Third Place BooksWhen Fri, July 10, 7:30pm – 9:45pmWhere 17171 Bothell Way NE - Lake Forest Park, WA 98155 (map)Description Third Place Books is a general interest bookstore with over 200,000 New, Used, and Bargain Books. Eduardo Mendonça will be perfroming original tunes, Bossa-Nova, MPB (Brazilian Popular Music), and meny other Brazilian music styles. David Pascal on Bass, and Kohen Burrill on drums.
====================================================================Saturday, July 11, 2009 at 7:30pmSeattle Theatre Group (STG) presents 11th Annual DANCE This performance -A cross-cultural collaboration of professional artists and young dancersProgram includes step, modern, acrobatics and traditional dance from Mexico, Africa, the Middle East and Asia featuring over 120 performersThe Mexican groups in the program are: Joyas Mestizas, Mariachi Quinto Sol, Zangoloteo At The Paramount Theatr: 911 Pine Street, Seattle. Tickets are $23.00 in advance (not including fees) and are available online at www.stgpresents.org, by phone at (877)STG-4TIX or (877)784-4849
====================================================================House of TarabTraditional Arabic Music7.11.09 2:15pm - 3:15pmH.O.T Performs with DelilahMercer Island Summer Celebration! Festival Windermere Entertainment StageMercerdale Park - 3249 78th ave SE, Mercer Island Wa 98040
====================================================================AY Salsa in the City with Orchestra ZarabandaFriday, July 17, 2009 at 7:30 PMSeattle Symphony is throwing a party ˜ and you're invited! Dance the night away to the sounds of hot Cuban salsa with Orchestra Zarabanda and experience Benaroya Hall's stunning Grand Lobby in a whole new way.This event is held in Benaroya Hall's Grand Lobby, NOT the Recital Hall. Tickets are general admission.TICKETS: $10 in advance / $12 at the door This event is held in Benaroya Hall's Grand LobbyPurchase online at www.seattlesymphony.org
====================================================================Miami Nights Every FRIDAY night at Rock Salt Café 1232 Westlake Ave. N. - Seattle, WA 98109 - 206-284-1047 In one room we offer the Northwest's hottest mix ofSalsa, Merengue, & Bachata Mixed by DJ MannyIn our second room dance to the latest and classic chart topping music hits in Reggaeton & Top 40 Mixed by DJ Mauro
==================================================================== THIS CALENDAR IS A COPYRIGHT OF CENTRO CULTURAL HISPANO AMERICANO, A 501(c)(3). PLEASE GIVE PROPER CREDITThis is protected by copyright and trademark laws Under US and International law. All rights reserved.© 2000-2009 CCHA
Tuesday, June 23, 2009
- Have select No Es Muy Típico blog posts delivered right to your email!
- Learn what we're doing (and sometimes, why)!
- Get updates on the latest multicultural events and activities!
- Have a membership with some of the coolest people around!
We are told that there are 120 languages spoken by Kent residents. Did you have any idea?
So they're planning a family-style celebration of this diversity that brings together different cultures, and with a partner like Kent4Health we expect a nod to the local farmers from the farmers market as well as other health-related exhibits and activities. There will be performances going on all day long--20 in all.
Read about it on the ColorsNW blog.
Visit the official event site.
Like Cinco de Mayo, which is not "Mexican Independence Day" at all and a much smaller celebration in its native land. Or like "rich Corinthian leather" which Ricardo Montalbán sold us on TV, thirty years ago or so. There is no such thing as Corinthian leather at all; it was a marketing tactic developed by the auto maker's ad agency. It sure sounded rare and exotic, didn't it?
So there are a lot of interesting nuances that us Americans pick up and assume make us seem more cultured, more worldly. Like those limes that we squeeze into--and push down into--our Corona bottles. The Mexicans don't do that. Just us.
They do however drink Coronas. According to our blogger it's the best-selling beer in Mexico and the best-selling Mexican beer in the world. And in Mexican limes are used, just not pushed down into the bottle.
So take a look at the blog if you want to learn several theories of why we're doing this thing with lime in our Coronas. Corona hasn't commented.
Monday, June 22, 2009
Check it out!
Of course there are many variations to this question which we're also fond of hearing:
- "What's the difference between Latino and Hispanic?"
- "What do Hispanics prefer to be called?"
- "How do you know if someone's Hispanic?"
Now we all have the answer, at least as defined by the U.S. Census:
"You're Hispanic if you say you are."
You really have to read this article, and the report it's based on. GOLD.
Saturday, June 20, 2009
I hadn't, but we've been working with Carol McCormick at Columbia Valley Community Health in Wenatchee, and she mentioned this organization, which supports basic need programs providing services to the urban poor in Bogotá, Colombia.
What's her connection? Her own mother founded it.
Here's an excerpt of Mary McCormick's story, straight from the nonprofit organization's website:
In 1968, at 56 years of age, a native Wisconsinite and widow, Mary McCormick, traveled to Bogotá, Colombia to work as a Papal volunteer among the urban poor of that city. She was guided by the principles of the beatitudes. Her mission was to last one year. A one-year commitment became twenty-six dedicated and life-affirming years. Mary's life was touched and changed by her work as she touched and changed the lives of thousands of others.
Through Mary's hard work and the dedication of many volunteers, barrios with no infrastructure have been transformed into communities with water, electricity and paved streets. An association of volunteers was formed and began offering building loans, teaching nutrition, visiting the sick and the incarcerated. In 1972 Mary started hydroponics gardening and a milk program for pregnant or lactating mothers and children up to the age of three. This program, still in existence, began two years before the Women, Infant and Child (WIC) program began in the United States.
We urge everyone who has ties to Colombia or to South America--and everyone who realizes what fortune they have to live in the United States where access to basic services is just assumed--to consider donating their time and other resources to this nonprofit that is doing so much to continually help elevate the Bogotá community.
Learn more about this fantastic organization at the official site.
I met Dan Vargas a couple of weeks' back at a Seattle Latino Professional meetup, and learned a little about his business. He came by the office yesterday to tell us more about what he does and what differentiates 4Word Design from other signage companies.
First of all, Dan's a lifelong sales guy--but the kind you *want* to work with. He learns about the customers' needs, and delivers. In this case, he and his team at 4Word Design deliver quality signage of all types. And their in-house graphic design team is not only great at creating designs that fit the client's target, but seasoned in large-format. The above image is the postcard he gave me yesterday, which depicts some of the kinds of signage orders his business fulfills.
What makes 4Word Design different? They answer their phones, they return calls, they're responsive to customer needs. Clients have told Dan that this is exactly why he got the work and the "big guys" didn't.
If you or someone you know is in the position of ordering signage, think of Dan and 4Word Design. Check 'em out!
Friday, June 19, 2009
For Hispanic parents and caregivers of preschool-aged children:
Now through King County Library System Foundation, they're offering series of eight weekly workshops for Spanish-speaking families. Learn how to prepare children for Kindergarten. This program is FREE and conducted entirely in Spanish.
It's offered at various locations:
- Burien Library
- Boulevard Park Library
- Federal Way 320th Library
- Richmond Beach Library
- Bellevue Regional Library
- Covington Library
If you'd like me to send you a bilingual PDF with all the details, please email me at firstname.lastname@example.org and I'll get it out to you!Spread the word!
The Festival of San Fermin is a time-honored tradition in the Basque country. You can be part of the celebration by joining us for the 2nd Annual Festival of San Fermin at Txori, July 6 through the 14th.
No San Fermin Festival would be complete without the adrenaline rush of Running with the Bulls. Join us Tuesday, July 7th at 8:00pm, and be part of our very own encierro , where human-powered “bulls” will chase participants through the alleyways of Belltown. A $20 entry fee guarantees you a spot in the Run as well as a souvenir t-shirt (with the above design). Those who arrive early will have a chance to vote on their favorite bull. We ask that you wear your best Running of the Bulls outfit (white pants, a red cap or scarf, maybe even a red sash around the waist), put on your new t-shirt, and get ready to run…
Last year’s event was a big success, but with more bulls and more thrill seekers like yourself, this year will surely bring more laughs and excitement. If that isn’t reason enough, all the proceeds from the event will benefit the Puget Sound Blood Bank.
If Running with the Bulls isn’t for you, we are offering additional events to help Seattle celebrate
Pintxo Recipe Competition
On Wednesday, July 8th through Friday, July 11th the festivities continue with the 2nd Annual Pintxo Recipe Competition. Submit your favorite pintxo recipe to the kitchen at Txori by July 1st. Come in on the 8th through the 11th to try the three finalists and vote for your favorite. The winner will be announced on Saturday, July 12th at 8:00pm . The winner will receive a basket of prizes as well as be immortalized by a plaque on our pintxo bar.
Email your recipes to email@example.com or mail to 2207 2nd Ave, Seattle, 98121.
The other day I was at my favorite coffeehouse (Bauhaus on East Pine and Melrose) where they know my name, my coffee drink (short americano with the less-hot water and room), my boyfriend's coffee drink, where I live, etcetera.
I was standing in line when the barista saw me in line without my boyfriend, and asked, "The regular?" I nodded and held up two fingers. She questioned it but I again nodded.
They served me TWO short americanos. I was baffled, because I thought I had clearly ordered both my coffee drink and my boyfriend's.
I had been thinking and gesturing in Spanish, when "los dos" ("the two," literally) means "both." Instead what I had done by holding up two fingers to non-Latinos was say "Yes, my regular, TWO of them." At the time, I was baffled that they didn't automatically get what I meant.
It just now dawned on me that I had been thinking in Spanish and communicating to non-Latinos, so the message encoding-decoding process was all wrong.
Who's your audience? If you don't know your audience, don't assume your message will be understood the way you mean it.
Thursday, June 18, 2009
To commemorate the anniversary, next weekend they're giving shoppers a very cool deal: 50% off *all* items over $19.99.
That's Friday, June 19 through Sunday, June 21. Mark your calendars!
More Good News? Flavors include fruity concoctions that make sense, such as Naranja Mandarina, Limón, Tutti Frutti and Crema de Piña.
The other Good News is that the flavors do *not* include tamal, frijoles or arroz a la cubana.
The Bad News? The company is based right here, and yet their new selections are only available in certain retailers in LA, San Diego and Arizona (not sure which city or cities). ¿Qué? What happened to your hometown, Jones?
They say they're very in tune with consumers, so if you want these new flavors available at your local tienda, you better send them a message pronto!
Friday, June 12, 2009
Tune in the week of June 22 for special economy-themed episodes of A Place of Our Own and and the Spanish-language Los Niños en Su Casa.
Topics range from communicating job loss to money-saving tips for families and strategies caregivers can use to cope in hard times.For more resources, including a list of Kids & Family workshops, visit KCTS9.org/kids.
And...support our local public television!
Tuesday, June 9, 2009
Cintli and the Pike Place Market Foundation unite to help our local community!
In the Spirit of Rachel, the Pike Place Market’s iconic piggy, Cintli is celebrating its 5th year in business by giving back to our community. In order to raise funds for the Pike Place Market Foundation, Cintli’s owner and designer, Beto Yarce has created a limited edition glass pendant of Rachel the Pig.
Since 1982, the Market Foundation has been working to preserve the diversity and traditions of the Pike Place Market neighborhood. The Market Foundation supports programs in the Pike Place Market that provide food, medical care, child care and housing for downtown Seattle’s nearly 10,000 low-income and senior residents.
In 2003, Beto Yarce who is the owner and head designer for Cintli, founded his first U.S. store in the Market. His dream was to present his unrivaled jewelry collections to a new audience, and he is grateful for the warm welcome his lines have received. He currently designs most of the pieces you can see in the store. Beto’s designs retain the fun, bright, urban style that is associated with modern Mexican jewelry.
You should check out the latest Cintli catalog!
If you’d like more information about the Cintli promotion for the Pike Place Foundation, please call at (206) 262-0794 or (206) 919-0998, or email them at firstname.lastname@example.org.
Ruben Dario Maldonado was a successful engineer with a lot of friends. The Ecuadorean native moved to the Seattle area from New York for a job with Boeing. He then brought his mom and younger brother over from Queens to have a better life, away from the troubles of inner-city gangs and other urban realities. This on its own is a blog-worthy story, definitely.
Then, a couple of weekends ago Ruben was hiking with a friend at Rattlesnake Ledge. Posing for a photo, he lost his footing and fell to his death. He was just 28.
I didn't know Ruben, but apparently he was just one of those guys that everyone wanted to be around. He made his life rich, successful, and meaningful. Talking to a fellow coworker the other day, the Boeing community is just devastated. I can't imagine what his family and friends are going through.
I went to Rattlesnake Ledge one week before, and one week after, his fall. It's an incredible place--panoramic views and all the glory of the Pacific Northwest. The day Ruben was there, it was sunny and warm.
See The Seattle Times article for more information.
Monday, June 8, 2009
Here's the latest results from a poll regarding the first 100 days of the Obama administration:
Action on immigration this year is identified as “extremely important” by 51% of Latino registered voters polled on the occasion of the President’s 100th day in office. This compares with only 40% just last November, when Latino voters supported the president by more than 2-1 against his Republican rival. Another 23% now describe it as “very” important. At that time, Hispanic registered voters appeared willing to give the new administration some time to deliver on the promised changes but, perhaps sensing an unusual opportunity and the president’s own recent statements on the matter, Latino voters appear to see action on immigration as increasingly urgent.
When presented with a comprehensive reform plan that included both tougher border enforcement as well as an adjustment of status for undocumented workers already here accompanied by penalties and a waiting period, a full 75% supported this approach, with 49% strongly supporting it.
They also mention that economy is the most important issue (even over immigration) and also the fact that approximately 81% of Latino registered voters approve of the job the President is doing, and 57% of that is strong approval. By contrast, disapproval at any level totals only 16%.
Thursday, June 4, 2009
Viva la Familia Pampers Parties campaign.
Unfortunately, the response has been pretty negative for some recipients. The swag includes materials and propaganda from companies consumers may consider to have predatory practices. It includes catalogs (what a nice idea!). It includes random, branded tchotchkes that feel like marketing, not like gifts.
And now those recipients are talking, they're blogging, and they're not being very nice. They don't feel good about Pampers promoting certain companies that are known to prey on immigrants or lower-income consumers. They don't like the fact that Pampers is trying to buy them--persuade them to hold Pampers Parties of 10 or more--with insufficient quantities of giveaways for 10 people. They don't like the fake diamond earrings.
They just don't like how this campaign makes them feel. And I think all marketers are cognizant that, in the end, it's about an emotional connection. The connection Pampers has unfortunately made through this initiative happens to not be very positive.
Tuesday, June 2, 2009
This event is sponsored by Centro Cultural Hispano Americano.
The most interesting part of it, however, was the quote that García is the eighth most common surname in our country.
This reminds me about the facts that, a couple of years ago, salsa surpassed ketchup in U.S. sales, and tortillas surpassed bread.
Here are some statistics to chew on:
- By 2025, 30% of our national population will be Hispanic.
- Today, this cultural group represents $1 Trillion in buying power
- By 2013 it's expected to have $1.4 Trillion in buying power
- Between 1990-2008, Latinos experienced 494% growth in buying power, while growth in the non-Hispanic market was only 141%.
This cultural population is going to increasingly be the key to success for companies in many if not most categories.