Mike Stopforth often speaks of a concept called Guerilla Kindness. There's not much about it online though, so I thought I'd spark the conversation.

Guerilla Kindness is an ongoing strategic approach undertaken by a company to surprise and delight people in the hope of creating a great story associated with the experience to pass on to their peers, and hopefully mention online.


  • Graham from Missing Link was sent a toy car by the call-centre agent at Outsurance when he crashed his car. He blogged about it, and many a reader of his blog (including me) was impressed by the remarkable courtesy and good humour displayed by the insurer.


  • Aston Martin gave Mike the keys to a DB9 for a day after he wrote an article mentioning the vehicle. He subsequently blogged the experience, the post was picked up by some major sites and over 50 000 people read it. As a result and I'm sure quite a few of those have grown their appreciation for the company and its cars (I have).


  • An idea might be to organize a flashmob to clean up a really messy city street in an instant; paint an ugly building; plant a few hundred trees or organise fabulous suprises for random clients.

  • The idea is not to brand the act, nor to publicize it yourself.

  • Your intentions should be good, and hopefully someone will mention it of their own accord (that's how things work in the blogosphere and the world of Social Currency)

In other words it refers to random acts of kindness that are:

  • Creative

  • Unexpected, and

  • Personal

(Drink from the CUP of kindness :-p)


By the way, the more money you spend, the less it is trusted. Use some energy, thoughtfulness and time instead.

It's a fun idea. I'm already working on my company's Guerilla Kindess strategy for 2008.

AuthorDave Duarte
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Last week, my perspective was shifted by an improvisational leadership educator. I told him "Robert, you always make the best of situations", and he said: "No, Dave, I always make good of situations". There's an important distinction there.

See, there is only one best solution to any challenge, but there are usually alot of good solutions. When I am focusing only on "the best", I can get gripped by fear of failure and end up not taking any action at all.

In the business sense, there are companies who's top goal for the next year is "to be the best in xyz-sector". How can they expect to make market-disrupting innovation breakthroughs in this way? Doesn't focussing on being the best keep us from being characterful?

When I asked an entrepreneur billionaire a few years ago what his number 1 tip for business success is, he told me: "Don't try be big. If you're focussed on being big, you'll mess up. Just try be good and the growth will be natural".
AuthorDave Duarte
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Most new phones can access the internet from a URL sent by SMS, but yet I hardly ever see URL's in SMS's... even in marketing SMSs where more information would be really useful. I'm sure that's about to change though as mobile marketing gathers momentum in SA.

Still, it's a good, simple thing to do. WAP sites can be used to collect user registrations, accept restaurant bookings, provide more information, or even a brand experience.

A company could even send out an SMS with a link to their latest blog post every time it's updated (it would help if the blog was well, written and interesting too). I could imagine myself wanting to get sms updates when certain of my favourite blogs are updated... kind of a RSS/SMS mashup.
AuthorDave Duarte
18 CommentsPost a comment