Crushing It!: How Great Entrepreneurs Build Their Business and Influence—and How You Can, Too

by Gary Vaynerchuk

He came up with clever ways to deliver an extra special experience to his customers. When he had a special sale, he’d send customers who bought a shirt a custom link to a YouTube video of himself singing a song with their name in it, or some other personal message. He shipped the shirts inside miniature paint cans, the idea being that when you opened the can you’d be releasing your dreams. And he’d send a handwritten letter to every customer, along with a dream journal, “because that’s the biggest thing that people don’t do: they don’t write their goals down, so they can never manifest and come to life.” As soon as customers received their order, they’d post a picture to social media. Except, interestingly, sometimes they didn’t post the shirt—they posted the letter, the can, or the dream journal. They’d thank Alex, saying it had been years since anyone had written them a letter, and some attached the letters to their refrigerators or bathroom walls.