I was introduced to Philippe Labelle of Zefridge (a neat concept, worth checking out) through a mutual friend. Philippe lives in Montreal, but we both planned to be in NYC during mid-September.

We agreed to meet up.

At Penn Station.

During the middle of the day.

If you've never been there, it's a pretty busy place. Lot of people.

Not always easy to find someone you've never met.

Phillipe sent an email, suggesting a place to meet...and then he did one thing that was remarkable.

He attached his picture.

So simple, but so effective.

Reduced the time-to-find and produced something worth talking about.

Philippe obviously cares about his micro-brand.