… watched the Boston Marathon.

After the race, one of the people interviewed on TV was CJ Albertson.

Not only did CJ not come in first, he wasn’t even in the top 10.

He came in 13th – that’s third even among Americans.

So why are we talking to him?

Because for the last two marathons, he has decided to run way out in front of the pack, leading all runners for significant portions of the race.

It’s not a winning strategy, apparently, but he’s getting a lot more attention today than runners two through twelve.

Different isn’t the same as better.

But when it comes to marketing, maybe it’s just as good.