Sauna or steam? A strange question. But just another example of the abundance of choices we face as marketers and the choices consumers face every day. As a privileged suburbanite, I have the opportunity to make the sauna or steam choice at the health club. Most days neither is the answer. On some days, the so-called dry heat of the wooden sauna wins out. On others, venturing into the tiled steam room and trying not to sit on anyone (a major gym faux pas) is the choice for sweating it out. Both boxes are the closest I get to mindfulness. And both are excellent examples of a timeless, focused experience.

Thomas Edison said, “The object of all work is production or accomplishment and to either of these ends there must be forethought, system, planning, intelligence, and honest purpose, as well as perspiration.”

When it comes to that last part (the 99% part), don’t be afraid to sweat it out in the sauna or steam room. The 1% genius part just might come pouring or “poring” out.

Jamie Michelson, President/CEO