Doug Morgan is my hero.

In my continuing hero worship, I shall now steal his story. (With disciples like me, who needs plagiarizers?)

Doug spake thusly:

I went to the bike store recently and asked whether I should upgrade to the new titanium frame. It costs hundreds, maybe a thousand dollars more. What’s the benefit? You can shave a couple pounds off the bike. So I asked the bike guy, Dave Baer, "Should I buy one of these? Is it the cost worth the decrease in weight?"

Dave looked at me. Then he confirmed my question by asking me, "You’re willing to spend a lot of money taking two pounds off your bike?"

"Yes, I think so," I said. "What do you recommend?"

Dave answered: "You want to shave off a couple of pounds. Here’s a way to do that without spending any money at all." He pats his trim stomach. "Eat a smaller lunch everyday. Shave a couple pounds off your frame. It will have the same overall effect on your biking. And, of course, it will be better for you anyway."

This is more than a story about biking and Doug Morgan. It’s a story about ethical marketing. What did Dave Baer do? He told the truth. He gave great advice. He sacrificed a thousand-dollar sale. What did he get? A lifelong trust from Doug Morgan, who will over time buy everything in the store, including the titanium frame.

And now you’ve also read the story. That’s what Dave Baer did.

You want more Doug Morgan? Sure you do. Visit his Two Wheeling blog.