AGL Marketing Limited

02/25/2026

Cabbages & Golf Balls - Winter 2026 Issue

This is the e-newsletter of AGL Marketing. It contains content of interest to business owners, clients of AGL, those who are employed in marketing, friends and colleagues. The articles are written in various formats including conversations and narratives to present opinions and experiences of Grant Lee in different ways.

The link, https://conta.cc/4s4susS goes to the newsletter archived on Constant Contact. Following publication on several social media pages, the newsletter will be archived on the AGL website with back Issues.

Please like, share and comment, and subscribe to C&GB.

01/13/2026

Repairability - one of biggest advantages of precast.

https://www.facebook.com/share/p/1Bx4PpyfBq/

12/11/2025

LCM Web Design, owned and operated by Lori McCabe, was awarded Platinum in the CommunityVotes Georgetown awards. AGL Marketing and LCM Web Design have worked on numerous websites and other digital projects for well over a decade. LCM is the only web developer that works with AGL Marketing and Grant Lee. Congratulations Lori and LCM!

CommunityVotes has been the leading Community Voting awards platform for media outlets in Canada and the USA since 2014. Its mission is to provide cities, towns and associations a place where its members can recognize outstanding businesses and services.

LCM Web Design Wins Platinum in CommunityVotes Georgetown

I am grateful to share that LCM Web Design has once again been awarded Platinum in the CommunityVotes Georgetown awards. This recognition means a great deal because it comes directly from the people and businesses in our own community.

Thank you to everyone who took the time to vote and to the clients who continue to trust me with their websites and digital projects. Building websites for small and medium sized businesses is something I genuinely love, and being recognized in this way, especially multiple times over the years, makes the work even more meaningful.

Georgetown and the surrounding area have an incredible community of entrepreneurs, creators, and local leaders. Being able to support your growth, your ideas, and your online presence is something I never take for granted.

Thank you again for your support. I am excited for everything we will create together in the year ahead.

12/02/2025

Here is a link to the fall issue of the AGL Marketing newsletter that is published 4 times annually. https://conta.cc/4ipLkqW.

I am experimenting with Ai on my own projects before introducing clients to what works. I also introduce Ai into my marketing training assignments that are in other countries or online.

This issue is an experiment in communicating complex marketing principles and opinions through storytelling instead of narratives and listing tips that I have come to believe have little value as readers are not going to go back and apply a bunch of tips to a project. But someone might remember a story told in a different way and tone with a bold illustration and message that resonates.

Marketing is about story telling. I have not found the best way, yet, but coming closer. We all know the argument of short copy vs longer copy. If everything is short - how can we learn anything useful without context? Comments are welcome to those of you interested in marketing.
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11/11/2025

Words matter: Let’s rethink our marketing jargon
By Grant Lee, CPM

I am observing an increasing creep of military jargon into marketing messages that amplify marketing language with long-established military origins. I am as guilty as many other marketers in allowing the creep, but I am aware, and trying to express clearly what I truly wish to say.

In marketing communication (marcom), it’s common to hear language borrowed from the battlefield. Marketers launch “campaigns,” “attack” new markets, and plan to “capture” the attention of their “target audience.” Read “An essay on marketing strategy and tactics learned from battles past and master warriors” https://aglmarketing.com/marketing-essays). While this terminology might be intended to sound decisive and strategic, it often creates confusion and alienation for clients and prospective clients. The infiltration of military jargon into marketing communications can create an adversarial tone, misrepresent the nature of the business-client relationship, and ultimately hinder effective communication.

One of the most significant issues with using military language is that it frames the prospect as an adversary. Terms like “target market,” “market penetration,” and “outflanking the competition” position the prospect – or past client as an objective to be captured or a territory to be conquered. This mindset can generate an internal culture that is more focused on “winning” a sale than on building a long-term, mutually beneficial relationship. This combative approach in communicating can be perceived subtly by clients and prospects, who may feel like they are being sold to, rather than helped.

Furthermore, the violent imagery embedded in much of this jargon can be jarring and counterproductive. Marketers strive to create “killer copy” that has a “punch” and makes an “impact.” They want to “trigger” a response from their audience. While these terms are meant to convey effectiveness, they can also suggest a form of assault on the senses. The goal of marketing should be to connect with clients and prospects, understand their needs, and offer solutions, not to “bombard” them with aggressive messaging. The term “slogan” itself has its roots in the Scottish Gaelic and Irish for “war cry,” a fact that highlights the inherently combative nature of some of this language.

Beyond the aggressive undertones, military jargon can simply be confusing. When a company invites potential clients to a “boot camp,” they may be envisioning an intensive training session, but the client might be picturing a grueling, unpleasant experience. Internal terms like “war room” and “situation room” for a meeting space or “command-and-control” for a management style are often cloudy terms to outsiders and contribute to a sense of alienation. This kind of language can make a business seem insular and out of touch.

From “targeting” audiences to launching “campaigns,” military jargon has become deeply embedded in the language of marketing. While it may seem harmless, this combative terminology can shape our thinking and create a culture that prioritizes “winning” over relationship-building.

This adversarial mindset can be subtly perceived by clients, making them feel like they are being sold to rather than helped. It’s time for a more human-centric approach. Let’s choose language that is clear, collaborative, and client-focused. Let’s build a marketing world where we initiate conversations, not launch attacks.

What are examples of aggressive marketing jargon you’ve noticed? Let’s discuss!

See my list of words and phrases couched in military origin at https://aglmarketing.com/marketing-essays/short-stories/
Researched using Manus - AI and Chat GPT

10/07/2025

The Primacy of Product: A Marketing Mix Conversation
By Grant Lee, CPM

Throughout my extensive marketing career, I have guided numerous organizations from strategic planning and tactical development through to full-scale implementation. A prevalent misconception I've consistently encountered is the belief that marketing serves as a last-ditch effort to rescue a business or brand facing stagnant or declining sales.

Experience has repeatedly shown, however, that no amount of marketing can save a product fundamentally doomed for failure. Data support this hard-won lesson: in Canada, 42% of small businesses fail due to a lack of market demand for their product or service, and another 29% cease operations simply because they run out of capital.

Therefore, my initial consultation with any prospective client involves a frank and critical assessment of their core product or service's viability. I will only engage in a partnership if I am confident that the offering is not only adequately funded but also possesses the intrinsic merit required to be successfully marketed.

My commitment is to leverage every element of the marketing mix to drive sales and deliver profitability, a goal that is only achievable with a solid foundation.

Following is a conversation between Lilly and Shane. Lilly is a marketing director with over two decades of experience. Shane is a bright and ambitious junior marketing associate.

The conversation begins with Shane approaching Lilly’s desk, a thoughtful expression on his face.

Shane: Lilly, do you have a moment? I’ve been considering the 7Ps for the new campaign, and I’m trying to get the balance just right. It feels like juggling seven equally important balls.

Lilly: (Looks up from her screen, a warm smile on her face) Of course, Shane. Have a seat. It’s a classic framework, and it’s easy to get lost in the intricacies. What’s on your mind?

Shane: Well, the conventional wisdom is that all seven—product, price, place, promotion, people, process, and physical evidence—are equally vital for a successful marketing strategy. But as I’m working through our strategy, I keep coming back to the product itself. It feels like it carries more weight than the others.

Lilly: And you’d be right to think so. While it’s true that a holistic approach to the marketing mix is essential, I’ve always subscribed to the philosophy that one of those ‘P’s stands as the cornerstone, the very foundation upon which everything else is built. And that, as you’ve sensed, is the Product.

Shane: So, you don’t see them as seven equal partners?

Lilly: Not quite. Think of it this way: the marketing mix is like building a house. You have your foundation, walls, roof, interior design, and so on. You can have the most beautiful, well-crafted roof and the most stunning interior, but if the foundation is cracked and unstable, the entire structure will eventually collapse. Product is that foundation.

Shane: That’s a powerful analogy. So, without a good product, the other six Ps are essentially… irrelevant?

Lilly: Well, yes. You can have the most competitive price, the most accessible place, and the most creative promotion, but if the product itself doesn’t meet a genuine customer need or solve a real problem, you’re just shouting into the void. You might generate some initial interest, some curiosity, but you won’t build a sustainable business. You can’t market your way out of a bad product.

Shane: I see. So, a great promotion for a subpar product might lead to a spike in sales, but it won’t last.

Lilly: Yup. In fact, it can be detrimental. A brilliant marketing campaign for a flawed product is like making a promise you can’t keep. You’ll attract a lot of first-time buyers, but when the product fails to deliver, you’re not just losing a sale; you’re creating a legion of detractors. In the age of social media and instant reviews, that can be catastrophic for a brand.

Shane: That makes perfect sense, Lilly. So, the other Ps are more like amplifiers?

Lilly: Uh huh. A competitive price makes a great product more accessible. A well-thought-out place strategy ensures that your product is available where your customers are. A compelling promotion tells the world about the value your product offers. The right people will deliver the product with exceptional service. A seamless process makes the customer journey a delight. And the right physical evidence will create a tangible experience that reinforces the quality of your product. They are all critical, but they are all in service of the product.

Shane: So, the first and most important step is to ensure the product is right. That it’s something people actually want or need.

Lilly: You’ve got it. Before you spend a single dollar on a clever ad campaign or a beautiful website, you must be relentlessly focused on the product. Is it good? Is it valuable? Does it work? Does it delight the customer? Is its availability assured? If you can’t answer a resounding ‘yes’ to those questions, then you need to go back to the drawing board, not to the marketing department.

Shane: This has been incredibly insightful, Lilly. It’s not about neglecting the other Ps, but about understanding the hierarchy. It’s about building on a solid foundation.

Lilly: Yes. Now, go back to your campaign plan. Look at it through this lens. Are you confident in the product? If so, then by all means, let’s put the full force of the other six Ps behind it and create something truly special.

(Shane nods, a newfound clarity in his eyes. He thanks Lilly and walks back to his desk, ready to re-evaluate his strategy with a fresh perspective.)

Interested in professional services marketing for your business? Contact Grant Lee at [email protected], 416-705-5369, or DM from social pages and website (www.aglmarketing.com)

10/06/2025

https://www.facebook.com/story.php?story_fbid=1252394700023765&id=100057597394071&post_id=100057597394071_1252394700023765&rdid=iSDBWTRN4k2LhHJp #

We were honoured to be an in-kind sponsor of the Glen Williams Bicentennial Fair - a celebration of heritage, community, and creativity.

As The Glen marks 200 years, we’re reminded of the power of storytelling; from the blacksmiths and cabinetmakers of the 1800s to the local artists, makers, and businesses that keep the village thriving today.

A big THANK-YOU to all the volunteers who brought the Fair to life. It was a job well done!

09/26/2025

Living in a time where confrontation over differing points of view (POV) takes on aggressive/antagonistic and often threatening tones, it is beyond time to rediscover the art and respect of having healthy debates over differing POVs.

I am a Chartered Professional Marketer by choice. Social media pages on Facebook and LinkedIn are awash in posts from self-proclaimed "Thought Leaders." AI is a common tool to help express ideas and explore new ways of communicating in marketing. I embrace applications of AI in marketing - yet based on established standards and principles.

Following is a debate between a Chartered Professional Marketer and a Thought Leader. I used AI tools to help generate the article and illustration that amplifies the content. Wadaya think about the subject of the debate, expression of differences in opinion with respect, and application of Gen AI tools in marketing communications?

The Great Marketing Divide: A Respectful Yet Firm Debate
By Grant Lee, CPM and Manus-AI

Setting: A marketing conference panel featuring a thoughtful discussion between two opposing philosophies in professional development.

Characters:
Sarah, CPM - Chartered Professional Marketer with 15 years of experience, recently renewed her professional designation
Marcus - Self-proclaimed thought leader with 500K LinkedIn followers and a bestselling book "Marketing Revolution 3.0"

Round 1: Establishing Positions

MODERATOR: "Today we're exploring different approaches to marketing expertise. Sarah, would you please share your perspective?"

SARAH: "Certainly. I believe the marketing profession benefits most from structured professional development. The Chartered Professional Marketer approach emphasizes rigorous education, measurable competencies, and ongoing accountability. We focus on building better marketers through systematic learning rather than relying on personal brand recognition or social media influence."

MARCUS: "I appreciate Sarah's perspective, though I respectfully disagree with her approach. While traditional certifications have their place, I believe we're living in an era that demands more dynamic leadership. My 500,000 followers engage with content that challenges conventional thinking. As a thought leader, I'm not bound by institutional frameworks—I'm free to explore innovative ideas that can truly transform how we think about marketing."

SARAH: "Marcus, I understand the appeal of that approach, but I'd suggest there's a meaningful distinction between influence and expertise. Social media followings, while impressive, don't necessarily correlate with professional competence. Real expertise requires demonstrable knowledge that can be validated through objective standards, not just audience engagement."

Round 2: The Value of Credentials

MARCUS: "Sarah, I respect your dedication to formal credentials, but I'd argue that the marketplace itself provides the best validation. My bestselling book, speaking engagements at major conferences, and consultation with Fortune 500 CEOs represent real-world recognition of value. These achievements speak louder than any institutional certificate."

SARAH: "Those are certainly noteworthy accomplishments, Marcus. However, I'd encourage us to consider the underlying foundation of expertise. My CPM designation requires 100 units of continuing education every three years, adherence to a professional Code of Ethics, and accountability to a recognized body of peers. This ensures that my knowledge remains current and that I'm held to consistent professional standards."

MARCUS: "But doesn't that approach risk creating an exclusive club that potentially stifles innovation? I believe in democratizing marketing knowledge—making insights accessible to everyone, not just those who can navigate institutional requirements. My platform allows me to share cutting-edge strategies without the constraints of traditional gatekeeping."

SARAH: "I appreciate your commitment to accessibility, Marcus. However, I'd suggest that professional standards exist not as barriers, but as quality assurance. When junior marketers seek guidance, they deserve to know that the advice they're receiving has been vetted through rigorous processes. Without such standards, how do we distinguish between valuable insights and potentially misleading information?"

Round 3: Innovation vs. Foundation

MARCUS: "That's a fair point, Sarah, but I'd argue that true innovation often comes from thinking beyond established frameworks. While you're following predetermined curricula, I'm exploring emerging trends and developing new paradigms. My frameworks may challenge traditional models, but that's precisely what our rapidly evolving industry needs."

SARAH: "I certainly agree that innovation is crucial, Marcus. However, I'd suggest that meaningful innovation typically builds upon solid foundational knowledge. Understanding established principles allows us to identify genuine improvements rather than simply repackaging existing concepts. Professional development ensures we have that foundation before we attempt to innovate."

MARCUS: "But doesn't that approach risk intellectual stagnation? When we're constrained by institutional thinking, we might miss breakthrough opportunities. My ability to think independently allows me to anticipate future trends rather than react to them after they've been formally recognized."

SARAH: "I understand that concern, Marcus, but I'd propose that systematic professional development actually enhances our capacity for innovation. When we deeply understand current best practices, we're better positioned to identify their limitations and develop genuine improvements. Random innovation without foundational knowledge often leads to reinventing existing solutions."

Round 4: Accountability and Influence

MARCUS: "Sarah, while I respect your commitment to institutional accountability, I'd argue that market validation provides more meaningful feedback. My audience engagement, client results, and industry recognition demonstrate real impact. I don't need a committee to validate my contributions—the marketplace does that naturally."

SARAH: "Market response is certainly valuable, Marcus, but I'd suggest it's not always the most reliable indicator of professional quality. Popularity doesn't necessarily correlate with accuracy or long-term effectiveness. Professional accountability systems provide peer review and objective evaluation that can identify potential issues before they impact clients."

MARCUS: "That's a thoughtful perspective, though I'd note that my approach allows for more agile adaptation. When market conditions change rapidly, I can pivot and provide timely insights. Traditional institutional processes might be too slow to keep pace with today's dynamic business environment."

SARAH: "Agility is indeed important, Marcus. However, I'd argue that professional development frameworks are designed to evolve systematically. Rather than making random pivots based on trends, we update our knowledge base through careful analysis and peer review. This ensures that changes represent genuine improvements rather than temporary reactions."

Round 5: The Future of Professional Development

MARCUS: "Looking forward, Sarah, I believe the future belongs to authentic, dynamic leaders who can inspire and guide others through personal example. Traditional gatekeeping models may become increasingly irrelevant as professionals seek more accessible and engaging forms of development."

SARAH: "I appreciate your vision, Marcus, though I'd suggest that the future actually requires more rigorous professional standards, not fewer. As our industry becomes more complex and influential, clients and employers need reliable ways to identify truly qualified professionals. Systematic development and accountability become more important, not less."

MARCUS: "Perhaps we're not as far apart as it might seem, Sarah. We both want to elevate the marketing profession—we simply have different approaches. My focus on thought leadership aims to inspire and challenge, while your focus on certification aims to standardize and validate."

SARAH: "That's a gracious observation, Marcus. While I remain convinced that structured professional development serves our industry better, I acknowledge your commitment to advancing marketing practice. Perhaps the key question is: which approach better serves our clients and the broader profession in the long term?"

Conclusion: A Respectful Disagreement

MODERATOR: "Thank you both for this thoughtful discussion. While you clearly hold different views on professional development, you've demonstrated that these important conversations can be conducted with mutual respect."

SARAH: "Indeed. While Marcus and I disagree on methodology, we share a commitment to advancing marketing excellence. I believe structured professional development provides the most reliable path forward."

MARCUS: "Absolutely, Sarah. Though I favor more dynamic approaches to thought leadership, I respect your dedication to systematic development. Perhaps our profession benefits from having multiple pathways to expertise."

MODERATOR: "This dialogue illustrates that even fundamental disagreements about professional development can be explored constructively. The question for our audience is: which approach—or perhaps which combination of approaches—best serves the future of marketing?"

Reflection

This respectful debate demonstrates that the tension between structured professionalism and dynamic thought leadership need not result in personal attacks or professional hostility. Both speakers maintained their convictions while acknowledging the complexity of professional development in a rapidly evolving field.

The fundamental questions remain: How should marketing expertise be developed, validated, and maintained? What balance should exist between institutional standards and individual innovation? These conversations, conducted with mutual respect, help advance the entire profession.

This polite yet assertive debate shows how professionals can strongly advocate for their positions while maintaining civility and respect for opposing viewpoints, ultimately serving the broader goal of advancing marketing excellence.

09/11/2025

The post by the Halton Hills Chamber of Commerce featured four member companies. CA14 was represented by partners Sue Walker, Lori McCabe and Peter Perko. Grant Lee of AGL is a CA14 Partner. The interest that the HHCOC takes in the success of its members is deeply appreciated. CA14 is at www.ca14.biz

09/06/2025

Pritesh Patel of BaseCamp Digital is a business partner of AGL Marketing Limited

https://youtube.com/shorts/xHqFdAx3BJw?si=C9qdqCSGPcTVhaq8

Contact Grant or Pritesh and gain a stronger foothold in the digital landscape.
Grant Lee: [email protected]
Pritesh Patel: [email protected]

This scrappy startup proved you don’t need millions for a viral ad.In 2012, Dollar Shave Club was a tiny startup with no budget for flashy TV ads.So founder ...

09/04/2025

Congratulations to Peter Perko, RGD, of Studio Fourteen / Print Fourteen for being rated among the TOP 3 Printing companies in Halton Hills by Three Best Rated® (CANADA). The selection was established in 2014 by Three Best Rated® (CANADA) to find the top 3 local businesses, professionals, restaurants, health care providers, etc., in key cities. Their employees handpick the top 3 local businesses. They check a business's reviews, history, complaints, ratings, nearness, satisfaction, trust, cost, general excellence, reputation, etc., using a 50-Point Inspection. Three Best Rated® (CANADA) displays only businesses that are verified by its employees. Peter Perko of Studio Fourteen / Print Fourteen is a business partner of AGL Marketing Limited and CA14.

This award has come around again...
https://threebestrated.ca/printers-in-halton-hills-on