I’m lucky enough to say that I love what I do and find ways to talk about it every chance I get. This weekend I attended a friend’s baby shower, and within half an hour the women at my table were chatting about their olfactory preferences and most recent fragrance purchases, rather than baby bibs and car seats.
The conversation developed rather organically. Everyone was commenting on how beautiful the room looked and how amazing it smelled. Naturally, I hunted for the source of the scent and located the single candle in the corner of the room. I proceeded to tell my tablemates how well candles are doing in the market. Of course I didn’t get into the details of the segment’s 25 percent growth, or that Internet sales are growing at a faster rate than brick and mortar*. I did, however, tell them all about the brand, the company’s story, and at what retailers these particular candles may be purchased.