AGL Marketing

AGL Marketing Grant Lee of AGL Marketing is a consulting marketer with project experience in Canada, USA, Philippines, Tanzania, China, Guyana, and Armenia.

He and AGL specialize in applied marketing for small businesses, training and mentoring since 1998.

Cabbages & Golf Balls | Spring, 2026Cabbages and Golf Balls, the spring 2026 newsletter of AGL Marketing, tells 4 storie...
06/05/2026

Cabbages & Golf Balls | Spring, 2026

Cabbages and Golf Balls, the spring 2026 newsletter of AGL Marketing, tells 4 stories about a tactic used for marketing heirloom rice on the world famous terraces of Banaue, Philippines, a conversation about the career of AGL president Grant Lee, and a couple of articles of interest to people with small or micro businesses. Tap on the link that takes you to the AGL Marketing website and a pdf file of the Spring 2026 newsletter to read the musings of a professional marketer. https://aglmarketing.com/spring-may/

A Conversation About Heirloom Rice: Two Thousand Years in Every GrainThis is the backstory of a Catalyste+ assignment co...
04/13/2026

A Conversation About Heirloom Rice: Two Thousand Years in Every Grain

This is the backstory of a Catalyste+ assignment completed in March 2026. The purpose was to assistance a rice farmers cooperative specializing in the marketing of heirloom rice on behalf of its members.

One tactic was to use AI to help with a story about why people should buy more expensive varieties of heirloom mountain rice compared to the commercial varieties harvested in the lowlands of the Philippines.

We created an interactive placemat for restaurants and a display poster/flyer with a QR code. People can scan and listen to a story while they wait for their order, or shop for souvenirs that include one-kilo bundles of rice. The marcom product is both entertaining and educational.

The setting is a restaurant somewhere in Manila, overlooking the cityscape. Two people are discussing rice while waiting for the rest of their order.

Mayumi: A youthful, energetic Igorot girl from Ifugao, deeply connected to her heritage and the rice terraces.
Carlo: A young millennial guy from Manila, curious - but accustomed to city life and commercial food.

Carlo: (Looking at a bowl of rice) So, Mayumi, you’re telling me this isn't just regular rice? I mean, I usually just grab whatever is on the supermarket shelf in Manila. Rice is rice, right?

Mayumi: (Laughs) Oh, Carlo! That’s where you’re wrong. This isn't just any rice. This is our rice. Have you ever wondered where your food actually comes from? While most of the rice you eat in the city is grown on vast, flat commercial farms, our rice cultivation is an ancient art form. It’s literally etched into the sides of mountains!

Carlo: Wait, you mean the rice terraces? I’ve seen pictures online. They look like giant green staircases.

Mayumi: Exactly! Imagine a staircase built for giants, reaching up to the clouds. That’s the Ifugao Rice Terraces. For over 2,000 years, my ancestors have been cultivating rice on these steep mountain slopes, way up high—like 1,500 meters above sea level. It’s such a marvel of ancient engineering that it was named a UNESCO World Heritage Site back in 1995.

Read the story: https://drive.google.com/file/d/1lXZa2Vbcl1ShhiAUBMpSZTxWgeIYErYz/view?usp=sharing

Listen to the conversation: https://drive.google.com/file/d/1whEQfA6XwRXZjHCYveXTtmM_Ro8D-2ZB/view?usp=sharing

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04/12/2026

Business-To-Business Marketing: Why B2C Playbooks Don’t Work in B2B

Stop trying to apply B2C strategies to B2B challenges — they simply don’t transfer.

In B2B, you’re not persuading an individual; you’re navigating a buying committee with competing priorities, diverse evaluation criteria, and decision timelines that can stretch over months. The emotional triggers differ. The risk calculus is different. Relationship dynamics are entirely unique.

Yet many B2B marketers have been trained solely in consumer marketing frameworks and try to force-fit them into enterprise contexts. This mismatch often leads to marketing that feels irrelevant or tone-deaf.

B2B marketing demands its own strategic vocabulary: account-based thinking, complex buying center analysis, relationship-driven value propositions, and content tailored for multiple stakeholders simultaneously.

CIMMO’s Business-To-Business Marketing course offers a comprehensive review of the essential concepts and theories that make B2B marketing a distinct—and demanding—discipline.

The course is online and self-paced to fit your schedule.

Master the nuances of B2B marketing today: https://yacademy.io/courses/business-to-business-marketing-certificate

04/12/2026

The CA14 Team works around the world. For the next two weeks, Grant Lee's mobile office has a pretty nice view. Grant is in currently in Dar es Salaam, Tanzania.

04/12/2026

Solo at-home performance by Peter Perko (UNLESS). This amazing Canadian 70's tune seems to be particularly appropriate in this time of shelter-in-place, plan...

Suitcase Reflections: Brother to Brother“Gimme a cig brother, how’s yer beer?” Glen remained in his Muskoka chair.“Beer’...
04/10/2026

Suitcase Reflections: Brother to Brother

“Gimme a cig brother, how’s yer beer?” Glen remained in his Muskoka chair.

“Beer’s fine. When ya gonna buy yer own darts?” I shrugged, sipping my beer and stared into his eyes.

"I still don't get it, Grant. You've been doing this since 1998. You left corporate to become a 'mobile digital marketing consultant' before anyone even knew what that meant. And now, you're spending your time bouncing around in far-off places, living out of cheap hotels, couch surfing, and holed up in bug-infested spaces for weeks at a time. At least that is what I have been told. What exactly is it that you do?"

If ya wanna know, click the link: https://lnkd.in/gr7f5qc5

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