iMedia: Now, you said you have a bonus.

Garfield: Sure do. When Tiger Woods holed out a miracle chip on the 16th hole of the 2005 Masters, someone took the CBS footage and cut it into a commercial featuring a long, lingering look at the Nike swoosh trademark on the ball just as it drops into the hole. I think the guy called the spot "Just Did It." This was a far better spot than whatever Nike ultimately produced, and they're possibly the greatest advertiser in history.

iMedia: Why do you call that a bonus?

Garfield: Because it was done by Joe Jaffe, the online marketing consultant. Wasn't he a longtime contributor to iMedia?

iMedia: Yep.

Garfield: So, congratulations.