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So, why would I be talking about trading-up and Wal-Mart? In the world of fast cars, expensive jeans and golf getaways, it doesn’t seem to mix.

But, for the holidays, Wal-Mart is telling people: “The more you save, the more Christmas you can give.” To me, that is the ultimate trading-up. Save money on the everyday things, so that you can make someone else’s Christmas special.

So, if you want to trade up this Christmas, buy some Tide at Wal-Mart, save a few bucks and go buy that special someone in your life a really nice gift that they will remember forever.

This will be quick. As you’ve read in my blog and others from Barefoot, we have positioned ourselves in a space that we call “Marketing The Pursuit of Happiness.” We talk about Rocketing and Trading Up and how that impacts the many different products and services available to you and me.
Well, I also know that I’ve confused a lot of people with my Golden Egg…the item I rocket for. But I think that Ben Stein, of all people, will help clarify it for you right now. I came across an article he wrote titled The Luxury of Financial Security. Let me know what you think.

Before you start reading this, I already realize there are many people who think of Procter & Gamble as a strange cult-like environment. That’s still up for debate. But, there’s one thing about the place that no one can deny…it’s a place that you build life-long friendships even after you leave to pursue your dreams.

Last month, the P&G Alumni Network held another P&G reunion in Cincinnati and it was done right. An opening cocktail reception at the National Underground Railroad Freedom Center, a full day of enlightening presentations by current and former P&G executives and then a wonderful dinner hosted by A.G. Lafley, the current CEO at P&G. Oh yes, did I mention that while this is a P&G Alumni event, Procter & Gamble actually sponsors it and senior managment attend the 2 1/2 days of activities. Now that’s an interesting concept…support those who leave the company in the same way you’d support current employees.

Now, why might someone waste a precious weekend to spend it with people you may have worked with 10 years ago. You might actually run into an old boss who fired you. Or, even someone who you compete with now as you’ve both moved on to different companies. I’d argue that no matter what the situation, you actually miss some part of the place where you might have started your career. You may have been closer to many of the people there than you thought at the time. Life-long friendships were created in those P&G days for me and a reunion is an easy way to keep in touch.

There’s also a bit of intrigue in this whole reunion concept. What is everyone else doing today in pursuit of their dream? Are they happy? Are they passionate about what they are working on? Think about it, these are people who started their careers making and marketing soap, diapers, drugs and anti-aging creams. Can you get any more exciting than that?

Well, during the weekend, I spoke with old friends who are now working to build very different businesses. They are now marketing purses made by Louis Vuitton, TAG Heuer watches, Naked Juices, Moet & Chandon and Ray Ban sunglasses. They’ve come a long way from diapers. There is no question that their consumers have chosen these amazing brands as their own personal brand to rocket for.

We all must pursue our own dreams and passions. But along the way, we make friends. And when those friends become lifelong friends, all the hard work purusing thoses dreams become worth it. I’m glad I attended the reunion this year. If you were there, let me know what you thought too.

It’s April 2nd, and again this year, I’m amazed at the sacrifice so many Cincinnati people make in order to participate in the ritual called Opening Day for America’s longest living Major League Baseball franchise…our own Cincinnnati Reds.

Now, don’t get me wrong, I’m a baseball fan (sort of). I attend a few games each year. I’ve been to Boston, Denver, New York and Pittsburgh to see games. But, I guess I just don’t rocket for baseball since some of what I see just surprises me.

In Cincinnati, today is a day of wearing red. You’re supposed to take the day off to go to the Opening Day parade, do some tailgaiting, watch batting practice and then spend the afternoon watching baseball for 4 hours. In the end, it’s at least 9 hours of living and breathing baseball. Since it’s Monday, it’s a vacation day for us working stiffs that want to experience a true Opening Day.

That’s the kind of power athletics can have over some of us. Sports can get woven throughout our lives and even become the things we trade up for. On Saturday, I attended a beautiful wedding with a magnificant and exlcusive reception location overlooking all of Cincinnati. It was breathtaking. But what made it truly special was that the family who hosted it was considerate enough to ensure there was a special flat screen television with satellite reception avaialbe so that we could watch the Final Four. What’s a wedding between a 6′ bride and 6′ 6″ groom without a little basketball?

And then for Opening Day in Cincinnati there are thousands of people buying new Cincinnati Reds’ gear, choosing to use one of those precious vacation days to spend the day at the park. And finally, a late night sacrifice tonight to watch the NCAA Men’s Basketball Finals until midnight. It may actually be the longest sports day of thousands of people’s lives in our area given The Ohio State is in the finals.

So, how does sports and Opening Day impact Barefoot? Well, it’s pretty quiet around here. Not just because a dozen or so people are at the game, but also, several of our clients are there too. And, you really can’t hold any meetings in downtown Cincinnati since all the parking spaces are filled with fans and workers alike as an additional 30,000-40,000 people enter downtown for the festivities.

I’ll pass on the baseball today. I guess sports just isn’t a passion for me. But, while I’m thinking about it, anybody know when Tiger tees up at the Masters on Thursday?

No, not like Jack’s golden egg in Jack and the Beanstalk. He stole that one. But I think our goal is the same. Happiness for our family’s future.

Jack wanted to ensure his mother was cared for. Jack wanted food on the table. And importantly, Jack was looking for a way to ensure his own financial security in the future.

It’s that future that my golden egg represents. You see, I’m a worrier. What does the future hold? Will everyone stay healthy in my family? Will Barefoot continue to grow? How will I pay for college for my three boys?

When Barefoot began looking into Marketing The Pursuit Of Happiness, my biggest challenge was trying to determine what I rocket for. As a worrier, you can imagine that I’m a bit tight with my spending. Used golf clubs. Last season’s Nikes. And don’t even try to get me to put all the bells and whistles on my new car purchase. Those kind of purchases are actually painful for me to make.

But then, it came to me. My happiness is financial security. And the golden egg represents the security that I rocket for it.

So, I know, you’re asking yourself, what does that have to do with rocketing. I think a lot. I spend a disproportionate amount of my time exploring ways to ensure future financial health for my family. I also probably invest a disproportional amount of my earnings into investments to build toward that security. That may include the amount I invest or what I pay for investment advice. However, while the item I trade up for is not as tangible as others, the emotional reward is the same.

As you can imagine, I really enjoy working with our clients at Fisher Investments and Yahoo Finance is an important bookmark for me. All because I rocket for the golden egg, not the golden handcuffs.