Today I stumbled upon a very interesting website called sevenponds.com. At first blush, the site appeared to be dedicated to educating people about why the subject of dying doesn’t need to be taboo. That left me wondering what this company’s revenue model looks like under the hood. After some poking around the site, it became clear that the site is more of a “digital window” to what is actually a traditional business - cremation and burial services! The “call to action” so to speak (yes, planning your burial), is so well hidden amongst beautifully written blog posts, sad and happy stories about real people, and some of the world’s best quotes about dying. So instead of taking a brick and mortar approach to marketing, i.e. postcards to elderly neighborhoods and to hospices, these brilliant and creative people are leveraging the power of the Internet, SEO, SEM and social media to not only spread the word about their services, but to virtually hold the hands of people who are dying and those that are close to them. There’s a job opening and while I’m not an expert on dying, I do think it’s a very creative team that I’d at least enjoy meeting.