Humans Are IDIOTS!

Yes, I am also a human, so I must also be an idiot, but I would like to think that I am not the issue.

A newspaper headline on Tuesday screamed the news that FRACKING FINDS BACKING


We humans, a species that is supposed to be ‘intelligent’ are so damn stupid that we CHASE a thing we created and called MONEY, OK, it helps make the world go around. The issue is we chase it at ALL costs, not giving a damn about the future of the planet we live on, the one that sustains life – and hope our children will live on.

If scientists are to be believed, in the last 50 years HUMANS have done more damage to their life sustaining planet than the combined damage of ALL species – including humans, have done in the previous 10,000 years.

We kill the air we breathe and the water we drink to make MONEY – not for all, but for an elite few (this is not a knock of the capitalist model). But we are not satisfied with only polluting our life sustaining air and water. We tap into the immense brain power on the planet to create weapons of mass destruction (fast) and more energy hungry devices (slow) to further kill off the planet. And we do all this in the name of MAKING MONEY. Hopefully you get the point. We destroy the outside of the planet simply to feed the greed of humans.

BUT wait, that’s not all. If you buy into this system we can do better – why only poison the OUTSIDE of the planet. Why not get into the belly and poison this wonderful life sustaining rock from INSIDE – welcome fracking!

With investment, humans are now going to pump a whole cocktail of toxins into the bowels of the earth – poisoning the planet from the core (or as close to it as needs be to get all that can be gotten out of the earth) – simply so that our human greed and stupidity can be flamed so we can feed an energy hungry people (which I might add are a very small percentage of all the populace of the planet) – at the cost of our children and their children possibly never being able to experience the beauty that we have been afforded by nature and this wonderful planet

When will the ‘powers that be’ WAKE UP and start assessing the cost of business from a global perspective, global including looking into the FUTURE COST of currently creating energy and polluting the planet. Perhaps it is time for a GLOBAL BODY (something like the UN but without the politicians) to look at taxing businesses current endeavours based on their future destruction of the planet.

I for one believe it is time that RESPONSIBLE governments and RESPONSIBLE business start factoring in the cost to HUMANITY, the COST TO THE PLANET IN THE LONG RUN, and stop looking only at the potential short term profit that MAY be made by a few.

If fracking is so good for man kind – which is HIGHLY UNLIKELY – there is evidence of ftracking resulting spill over where rivers in the United States are being polluted as a result of fracking – have enough funds being allocated to restore the land and the rivers to their pristine manner once the earth has been raped? How would one even measure the potential cost?

I propose a simple accounting process. For ANY function that is designed simply to make a profit for a few at the future cost to humanity, factor in a ‘capital cost’ of US$50 Billion. This money to be paid in cash in advance to a non interest bearing account for future restoration of the land. If the fracking or any other process still makes a profit, go ahead. At worst, the money that is set aside for restoration and repairing the damage can be put to good use by ALL humanity.

This post should indicate that apart from being a PASSIONATE SIGN PROFESSIONAL, I am also passionate about LIFE.  

If you are in the market for professional looking vinyl signs, or would like advice on how best to project your business’s image, please contact the writer at or and use the subject line: ADVICE PLEASE and we will get back to you.

Are signs TRULY an important element in YOUR Marketing Mix?

In this modern, connected world of INTERNET, SOCIAL MEDIA, SMS MARKETING and FAST CHANGE is an OLD FASHIONED, STATIC sign still important.

The simple answer is a RESOUNDING YES.

While I understand this is a generalization and may not be as relevant for EVERY business, it IS important for ANY BUSINESS THAT WANTS TO BE SEEN and VISITED.

On Thursday I went to take advantage of a sale at a local butcher. I had previously received the MASS SMS informing me that they had ‘moved’. From a marketing perspective the sms was poorly worded in that it simply stated that they had relocated and gave the new address – no special offer, no call to action, simply an informative sms – which I figured was an error. They were a landmark where they were, and they had moved into a totally different area, so my thinking was they were advising of a new branch opening. It was only when I went past the ‘old’ premises that I realised they HAD MOVED – and I had deleted the ‘relocation’ sms days before my visit.

So the search began. I was eventually advised where they had moved to, and off I went. When I got to the location that I was told of, there was nothing to alert me to the fact that this was the new premises. I then called ‘info’, got the old number, had to dial it to get the ‘new’ number, then called that number to get directions, only to be told that they were where I was told they were.

At this point I figured I would pay more and go elsewhere. The saving was NOT WORTH the irritation. It was at that point that I drove past the shop – AGAIN, but this time with the attendant standing outside waving!

While inside I asked why they didn’t have signs up and was informed that they had been ordered and were ‘on their way’. (They were up two days later).

When I gave it some thought, this move had to have been planned weeks before I went there – I received the initial sms 10 days before my excursion. So WHY were there no signs up? Surely it should have been on top of the marketing persons list. Did they ever calculate the cost of NO SIGNS? How many people would felt just what I did, never to return as they are certainly not the cheapest supplier and are also not the only supplier within easy access. A simple banner (if the signs were running late) could have made a huge difference.

So YES. Signs are an important . As long as YOU EXPECT and / or WANT people to VISIT YOUR PREMISES, you would be well advised to make sure that VISIBLE SIGNS form part of your marketing mix!

If you are in the market for professional looking signs, or would like marketing advice, including on how best to project your business’s image, please contact the writer at and use the subject line: ADVICE PLEASE and we will get back to you ASAP.  For more information visit

The Importance of CONTRAST and it’s use in signs

Why is ‘contrast’ important when it comes to signs and visibility?

I was recently putting together a video blog, and in order to make the video more interesting, I began playing with various backgrounds.

WOW, what an eye opener!.

I ALWAYS advise my sign clients that it is the contrast between the message and the background of a sign that makes the message stand out – or get lost, and this video shows how this works. Check out the video at

I am a firm believer that ANY MONEY spent on signs MUST be an INVESTMENT – that is, there MUST be a measurable return on investment. For this to happen the sign MUST have a purpose and MUST be VISIBLE. If either element is missing, the sign will not achieve it’s objective. Contrast is one of the MAJOR contributors to a sign being visible and successful or getting lost in the noise that the background can be.

In case you think that I am making a mountain of a mole hill, check out this video . It is THE SAME sign with different borders, and notice how some borders are so BOLD that you almost forget to look at the sign.

Should you require any signs or advice on signs, or if there is any specific sign related topic you would like me to cover please email SignForce now on or call the office on +27 11 444 3331 to see how we can serve you.

Arnold N. Pollak