The Higher Vision - The Alford & Hoff Blog - October 2015


Keeping your eye on the bigger picture to achieve goals is often referred to as "strategic thinking."  Capturing an idea, sharing the vision with others, taking practical steps – these are key building blocks of manifestation and productivity. Then comes the time when you must focus on ALL the details! Yes. We are talking about the how, the why, and the when

Looking up close at countless details can sometimes be daunting. Every iteration of possibility pulls at our attention. The need to pick the best possible route, examining all the choices… lots of thoughts that can seem overwhelming until we draw a line and say: this is the choice we are making – and once the decision is made, it is time to move forward. This is how we keep our minds focused on the “bigger picture” and aligned with our
Higher Vision.

This month, everyone at Alford & Hoff is excited to share the news: we have delivered on our commitment to our Higher Vision with the release of our newest fragrance, Alford & Hoff No. 2.  Crafted by world-class perfumer, Rodrigo Flores-Roux of Givaudan, Fragrance No. 2 is an assertively, refreshing, masculine composition with an interplay of unusual watery fruits and citrus tonalities. Just one spray and you’ll be turning heads on the field, in the boardroom, and at all your social functions. Strangers will think, “Wow! That guy smells great! And there is something more about him we just have to know about!” 

So, to celebrate our latest accomplishment, Alford & Hoff is having a special in-store visual at Nordstrom from October 29th through November 4th.  We are also excited to announce our fragrances are coming to new stores in Canada, the Caribbean, the Middle East, Mexico, Ireland; and more retailers in the U.K. You can also find us in Military Exchange stores just in time for pre-holiday shopping!  To find the nearest retailer near you, check out our website here!

I really want to thank everyone who made this possible. Our vendors, our contract manufacturer, our suppliers, and the entire Alford & Hoff Team who saw our Higher Vision and worked very hard to help us achieve an amazing goal with global reach. People are already talking about our newest fragrance because it is very unique and different from anything else, and we are excited to share it with you.

Be sure to stop by our in-store promotion and also follow us on Instagram because that’s where we post new, behind the scenes photos that show how our ideas begin and all the steps we take along the way to get them into your hands. Have you tried
Alford & Hoff No. 2, yet? You can order it here from our online store! 

Alford & Hoff designs fragrances and products for the Athlete in You. The Weekend Warrior. And for the man in your life who recognizes no boundaries or impediments to success.  Together, let us all thrive and achieve our Higher Vision!


- Barry Alford, CEO of Alford & Hoff

Image courtesy of Alford & Hoff


Words To Live By, From Clayton M. Christensen

Pursuing your own Higher Vision is often facilitated when you seek advice from others. Friends, acquaintances, and industry experts can often share information that can help you thrive in everyday life, and help you see things “out of the box” from a different perspective. There is always more than one way to achieve a goal and information is one of the best assets you can have.


I recently read the book, How Will You Measure Your Life? by Clayton M. Christensen. I found it both inspirational and thought-provoking. The whole book is filled with nuggets of wisdom that are useful to everyone. One chapter in particular is all about marginal thinking, and it really captured my attention. 

The premise is, marginal thinking both personally and professionally can lead you down a road to a destination you would have once considered unthinkable. Clayton opens the chapter with a quote from C.S. Lewis that reads, "The safest road to Hell is the gradual one – the gentle slope, soft underfoot, without sudden turnings, without milestones, without signposts.” Clayton also talks about how we all will face a series of small, everyday decisions that rarely seem like they have high stakes attached.  They may seem small but over time, they can play out far more dramatically. In other words, by allowing yourself to say "just this once…" you grant yourself permission to deviate from what you stand for, and how a seemingly infinitesimal transgression can ultimately backfire on you.  
To further illustrate his point, Clayton uses another quote from Henry Ford. "If you need a machine and you don't buy it, then you will ultimately find that you have paid for it and don't have it."  In other words, in order to succeed in business and life, you need to see the bigger picture… the end objective… and you need to be strategic on how you get there. The takeaway is, figure out what you stand for and stand for it 100% of the time, no excuses and no regrets! It isn't always easy, but living with the consequences when you don't is far more detrimental, and can ultimately be more painful.

Want to read the book, too? Here's a link to the book on Amazon!


Images courtesy of and


Health & Fitness: Making New Decisions

Every day I like to carve out some time and give thanks for all the great things happening in my life, whether they come unexpectedly or exactly as I have envisioned. Recently, I find myself thinking about how lucky I am. After years of football and heavy weights, I have felt some back pain these past couple of years but fortunately I have a good friend, Dr. Scott Leary, who is a neurosurgeon in San Diego. Thanks to Scott and his expert care, I have been able to prevent any type of surgery for the foreseeable future. I have, however, learned the importance of making modifications to my daily workout. I am doing fewer squats and heavy lifting these days, and at the same time I consider myself blessed that I can still exercise almost every day.  



To make up for my less-strenuous workouts, I have started focusing on what I eat. As I get older I find diet is essential to keeping my body in shape. I can't eat all the things I used to, so instead I focus on keeping my diet pretty healthy during the week. Of course I do give myself some freedom on Thursdays and Saturdays when college football is on.  :- )  I think it is important to reward yourself with moments of enjoying your favorite foods and for me, an occasional beer and burger with my football is always rewarding. 

One tip I can share is not to have consecutive bad meals! If you had a particularly decadent meal for lunch, keep dinner light and healthy. It gets you back on the right track for the next day, because thankfully… there is a next day!  Also, if you know you’re going to a BBQ on game night at a friend’s house, keep it clean during the week knowing you might indulge later. Plan ahead!

As we get further into our journey, it is always wise to re-evaluate your meals, your exercise habits, and recognize the importance of rewarding yourself for good behavior.  Our Higher Vision and goals may remain steadily the same, but the means of achieving our goals can evolve over time. Being in tune with our bodies and our environment can lead to necessary changes that maintain our focus, and the pursuit of our higher vision.

My Favorite Sport: Football

I was watching the first ASU game of this season and was a bit disappointed at the outcome. But after a while, I thought about last year when Ohio State lost to Virginia Tech, lost two quarterbacks to injuries, and still championed-on to win the National Title. If your team really wants it, it can happen.

I remember the energy and the feeling when I played for ASU, and the year we went to the Rose Bowl. From the first day of practice that summer I could feel the difference. This was a team that wanted it, knew they could get it, and all season fought for it. So this year, let's see if the Sun Devils have it in them. I certainly hope so.


My Thoughts About the USC vs. Arizona State Game

Disappointed is an understatement. I really thought with all the talk this summer, ASU was going to go further and possibly make it to the playoffs. In order for them to even finish the year with a great record, they would need to win every game from here on out – and I just don't know if they have it in them. The game against UCLA will ultimately put the nail in the coffin if they lose. But I am not giving up hope. Come on, Sun Devils. Keep your minds and bodies focused, train hard, commit, and thrive.  


Image courtesy of Alford & Hoff 


Our Higher Vision is Calling!

Keeping your eye focused on your personal, Higher Vision is a necessary habit that is mandatory to achieving goals. Filter out the unneeded information and fixate only on matters that are important. Maintaining Focus is not only useful in business, but in other life goals as well. When you think strategically, you can accomplish any goal. The formula for success includes making a plan, identifying real goals, and remain dedicated. Keep your mind and body tuned to your ultimate goals and before you know it, they become real and everyone gets to help you celebrate your success. 

That is what we are recognizing to be true this month. We are continuing to expand the number of stores carrying our fragrances, and people all over the world love our latest creation, Alford & Hoff No. 2. We invite you to come to our in-store visual at Nordstrom from October 29th to November 4th, and you can find your closest location on our website.

Now, this month… think of ways you can get aligned with the Higher Vision in your own life. What steps can you take to sharpen your focus? What strategic decisions can you make? Feel free to share this Blog with your friends and if you have a comment to share with us, drop us a note on Facebook.  We love hearing from you and we look forward to sharing your great accomplishments.



Image: Alford & Hoff

Want to know more? Connect with Alford & Hoff on Facebook and see our products at Nordstrom, Neiman Marcus, and 24/7 in our online store:



Bonus Feature: Three Questions With Alford & Hoff’s Chief Marketing Officer, Kecia Coby!  

Kecia has some really amazing qualities. She is driven by a compassionate desire to succeed. She motivates everyone at Alford & Hoff to remain focused on our goals, and she is able to do so many things well… all at the same time.  When our production line needs attention, she is the first on a plane to make things right. Kecia has a great eye for perfection and is key in keeping our organization growing. She is also a lot of fun to be with, she has an endearing and beautiful smile, and her positive outlook is having a positive effect on the world.  So, to share with you “more insight” about the woman of many talents, I am happy to present our monthly bonus section: Three Questions with Kecia Coby.




Question: Kecia, how do you pray?

Answer: The way I pray is a combination of traditional prayer. You know, "Dear God…" plus a lot of positive affirmations.  I go to sleep every night with good thoughts and wishes in my mind about the world and the people that I care about.  


Question: Kecia, what inspires you?

Answer: Lately, change is what inspires me. The change and evolution of the work that I do. The thought and excitement of changing where I live. Changes in my outlook on life and letting go of material attachments. The change of relationships, children growing up....changes in myself and everyone around me. Change is definitely
inspiring :- )


Question: Kecia, how do you “pay it forward”?

Answer: I am working and raising two children who are productive, good-souled adults who are kind and empowered to give back and help others.  I volunteer my time, I donate money, food, and clothing to those with needs. Lately, I feel like it is not enough and there is more that I can be doing. Though… recognizing the opportunity to grow and keep paying it forward excites me. And I get to channel all this energy into building a global brand that is respected and admired around the world.  Yes, that is exciting!



Words to live by. Words to thrive by. Words we can all admire.
Thanks for sharing with us, Kecia – and thank you for all you do.  
- Barry Alford




Barry Alford
Barry Alford


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