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David Amerland
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David Amerland

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The Value of Trust

Because trust is invisible, because it is hard to even articulate and even harder to quantify at times, because it morphs depending upon the mindset, expertise and occupational bias of the person who happens to be looking at it, it is hard to put a dollar value on it that makes sense to a balance sheet or a board of directors or a company CEO. 

Well, no more, I guess. How does $28 billion dollars sound? Which is the share value VW lost in just four days when the story broke of their lying on the emissions of their cars?  Or how does €433 billion euros sound which is the value of the interdependent economy that has grown around VW in Germany and which it may also now be in jeopardy? 

Next time someone thinks about the value of trust they should really remember that it's a little like the price of oxygen. Almost zero, until you have't got it any more, Then it becomes priceless. 

They should be buying my book on Trust, in bulk and having compulsory reading classes on it ( 
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The issue over encryption for example is at least good for people in my opinion.
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Thought for Food

Yep, you heard that right. :) You can trick your mind to make your body eat less. :) 
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Yep right about that one
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Cognitive science is giving us data that cannot be ignored. 

h/t +Jimmy Kouniakis 
How important it is to understand how the Brain Functions in order to teach

How easy is to teach? How easy is to teach English?
Well, the answer is actually quite complicated as several sciences keep shedding light on how our brains function and more specifically on how our brain's cognitive abilities develop (

According to new scientific research our brains are not hard wired  in order to read. This is a unique skill each child has to develop on its own and at its own pace.

As such , this requires teachers and educators to discover who, which and to what extent their students have developed this self acquired circuit our students so desperately need in order to "fit in" the requirements and stay afloat of any streamline, "drill and kill", sausage factory education system.
Our education system should be there to cater for the needs of our students and not to pace them in a rat race only to praise the achievers. 
Every student is a unique case, our responsibility as educators and teachers is to ensure that  all  our students are given the learning environment in order to flourish regardless of skills and cognitive skills.
The following article makes special reference to how and why children develop learning disabilities and is a reference point  to how teaching has changed, the responsibilities we undertake and the importance of  our role in empowering our students and children to shape their own  future.   
Reading is a skill humans aren't born with, but schools are designed to reward those whose brains are well-wired to read, which can complicate the learning experience for kids with dyslexia.
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The question behind what is it exactly that makes us human comes with a few, historically (and politically) loaded ones on what rights exactly do we have and how do we protect them: Of all the species on the planet we are perhaps unique in our approach of enshrining the essence of our nature in legislature which then becomes the means through which we recognize our uniqueness on the planet. 

It is our uniqueness, or rather our sense of uniqueness, that troubles us. We desperately seek to understand just what steps led us “here” from “there” (, mining our ancient past for validation of superiority: We want proof that rather than our existence being part of an accident created by nature’s organic, multi-faceted system of throwing things at the wall and seeing what sticks” we are evidence of some evolutionary pinnacle. Here because we deserve to be which means we are then, in turn, deserving. 

There are those who are willing to say almost anything to suggest the opposite ( because controversy sells. We desperately want to believe that we are so special that we can dictate our behavior in ways that is not determined by evolutionary biology alone ( 

Writing in The Selfish Gene (whose title should not be taken too literally) - ethologist and evolutionary biologist, Richard Dawkins, ( argued that "It is finally time to return to the problem with which we started, to the tension between individual organism and gene as rival candidates for the central role in natural selection...One way of sorting this whole matter out is to use the terms ‘replicator’ and ‘vehicle’. The fundamental units of natural selection, the basic things that survive or fail to survive, that form lineages of identical copies with occasional random mutations, are called replicators. DNA molecules are replicators. They generally, for reasons that we shall come to, gang together into large communal survival machines or ‘vehicles’."

We are, in his mind, complex organic machines led by a ‘prime directive’ hidden in the lowest common denominator of our make up.  A guide that is as relentless as it is mindless, it would appear. And yet our sense of uniqueness continues ( just as evidence mounts that suggests the opposite:

Yet, as our intense interest in the behavior of our early ancestors reveals, we’re interested in the past for the same reason that we are interested in the future: we believe that in our ability to sense and create and then communicate abstractions: In our ability to momentary believe in fiction or momentary suspend our disbelief ( we want to find some sense of an ultimate purpose. 

We are a collection of evolutionary wins: Bits and pieces falling together at some point in the past that gradually became part of us until here we are, standing (or sitting) here today, reading the outcome of 1s and 0s processed by a machine and considering a reality that is made up of several levels of abstraction. 

What makes all this possible, possibly, is our ability to balance the real and the seemingly unreal and consider both with the same mental mechanism suggests one author: and yes, that –beyond anything else, may be what actually makes us so unique and arguably, uniquely special:

There is a focus on our humanity in our times. Access to Big Data analytics has shown us that we can be very predictable: Our behavior reduced to a handful of patterns: And though we may now, the argument goes, be uniquely suited to recognizing these patterns:, adapted for studying them in a way that surely reveals we have a greater purpose, we are still not sure:

We are at the cusp of another evolutionary leap. We are creating machines that mimic our cognition: and mimic our biology: And even as we marvel in our abilities to do so, we also secretly worry that we may really be nothing special. A fact that makes us replaceable. 

No answers to any of this. At least nothing in black and white.  And though we are trying ( we are really making up things as we go along, balancing seemingly irreconcilable beliefs on a cognitive razor edge so we can just get to the next thing, take the next step. Maybe, arguably, evolution in the grandest sense of the word, also did just that. And if it did, if we are simply a sum of averages that won through by accident and circumstance, then, maybe we should truly behave as if that has so much meaning that wasting the opportunity this confluence of events gave us would be a crime. 

The experiment that created humans about to transhumanize (to coin a verb) just as gender, which biologically also has its differences deeply rooted in evolutionary choices: ( may be morphing as we live longer and learn more: If our time in evolutionary history is about to end. Maybe, just maybe, we can create a uniquely special moment by taking some advice from the brilliant minds behind The Wild Stallions and just being excellent to each other! ( 

I hope you’ve made all the cognitively right choices this week in which case now you’re looking at a pile of donuts, croissants, cookies and chocolate cake and you have an endless supply of coffee to go with all that. Have an awesome Sunday, wherever you are.  
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Yep, This Works!

It's #caturday  I finally got a night's sleep that was longer than three hours :) I am up and thinking cat pictures (Nike has been posing for me all day) - coz cats are important plus it is Saturday - then this pops up. And +Vincent Messina   is right. We cannot divorce marketing from living any more than we can separate eating from fitness. One impacts on the other at some point and that point comes sooner rather than later. 

So, when it come to marketing it always makes more sense to do the kind of things that also affect the way you live and the way those around you live. If you're looking for a win-win, it doesn't get any better than this. :) Enjoy Saturday. 
Cause Marketing Works

Im a simple man. I like simple things. I love to simplify complicated things, and make them simple.

That's why when I think of marketing I think of the need to get found, get chosen and get referred.

Why do I like Cause Marketing?

Because it is generally a 3 for 1. Meaning, it is one campaign that gets you found, chosen and referred.

Case Study

In summary, as I will be producing a more detailed case study later, a campaign I set up for a client of mine has produced the following:

- her campaign was sent out to the entire community BY the Superintendent of Schools
- her campaign was introduced to surrounding school systems and sent out to those respective communities.
- she is already getting calls from prospective clients
- the first session is already full and we have a week left of promotion
- her campaign is all over social media including the SI's LinkedIn page.

By the time this first session is done she will have been presented to and shared to over 20,000 members of the community.

She is already being referred by members of the community who share her campaign which all leads back to her website.

Total cost of the campaign is my fee, which is nominal, a small design fee and the cost of print materials.

We are just getting started. What is yet to come includes:

- local radio station interview
- a local news paper story
- testimonials from people who attend session 1

And more.

Think of it this way. She is being presented to her world by OTHER people who are happily endorsing the work she is doing for the community.

Show me a campaign that delivers the same amount of exposure for the same amount of money with the same community based brand building strength.

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Good morning !
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Amazing :)

Here's what's amazing: without an innate sense of trust that the world is working as it should even when we are asleep it becomes impossible for any of us to get out of bed and face the day. "Good Morning" then is not just a greeting, it is also a reaffirmation of a wish. Have an awesome Friday. :)   
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Yes, +Vivekananda Baindoor Rao. It was horrible to learn of that yesterday morning. Relatively, not too far away from where we were on vacation, actually. 
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David Amerland

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Trust Us For Who We Are

Merkel is doing what every serving German Chancellor is expected to do which is defend the value of the German brand and, by association, the German economy. In 1999 when most forms of communication and information sharing were still controlled by gatekeepers and when the news cycle was still governed by the 30-minute prime time slot, in the evening, and the seven day week, this would have been the right thing to do. 

She’d come out, say all the right things: She has the key position in her government and enjoys a high global profile so news coverage was guaranteed. In the war of lasting, last impressions she is all anyone would remember. 

Well, it’s not 1999 anymore and "Trust us for who we are" no longer works. When a quick Google search throws up Siemens, where annual budgets of between $30 and $50 million were maintained for bribes that “…were vital to maintaining the competitiveness of Siemens overseas” ( one begins to see a pattern emerging. 

After all the willful and perhaps criminal development of “device defeat” software that was included with 11 million VW cars globally must also have been vital for maintaining the competitiveness of VW overseas. As the usual blaming of “rogue managers” begins to be spoon fed to us we should perhaps consider that rogues (and Captain Drake was one: do not operate without help from higher up:

Companies are not designed to be good any more than individuals who live alone and away from the public gaze are. What makes them good is a sense of social inclusion that makes them responsible for their actions and the planning of those actions. 

There may well be more of a shake up here than Merkel is desperately trying to stave off. German corporate culture is not yet living in the 21st century. That may be about to change, especially if they really want to regain our trust. 
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Sigh..... How do these people sleep comfortably.    
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What If I Told You You’re Awesome?

Depending on context I could also say you’re pretty, clever, attractive, talented, passionate, driven and determined to succeed. All of which may be true for some of you and some for all of you. The point is why would I say it? Why would we give a compliment so somebody when there is nothing there for us? It’s not like you’re paying me to say nice things to you (we could consider that if you like, I am open to PMs on the subject ;) ). Seriously though, the reasons we pay compliments to people are rooted in cognitive analysis ( We can’t just say something and leave it at that because it would be both empty and pointless. 

A compliment suggests that we have been looking at someone, analyzing what they do against our experience of what everyone else does and seeing how they do it and we have then made a conscious comparison against our personal global chart. When we make a compliment, even one as generic as my telling all of you that you’re awesome, we actually have thought it through. (And BTW I do think you’re awesome. Here we are on a Monday, busy juggling things and already we seamlessly integrate the digital with the corporeal without missing a beat). 

A compliment also makes us feel good. By giving it to others and making them feel great we raise the positive energy that we create in the world we all live in. ( This makes it an act of wish fulfilment plus it does actually have an impact on the world that is decidedly for the better: 
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Thank you kindly, +David Amerland.  My ego was wondering how long it would take you to recognize the traits and qualities in me!  :-)

Every day I awaken I actually remind myself to interact with the first person I encounter on this level.  It could be as simple as offering a genuine smile to a complete stranger at the gas station or yelling out the window, "Top of the morning" to a neighbor while driving past. 

We never know what kind of day another person is experiencing or WHY.  A little kindness and recognition of a person's awesomeness might just be the catalyst that alters their perception of themselves long enough to get a grip on a positive reality.
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No Stopping Now

Yours truly is preparing his Academy Awards speech. I will be running up and down the steps of the Bellagio to keep in trim in a few weeks. +Omi Sido as executive producer has all distribution rights so I may still be looking for a couch to crash on :)
Rocky 44
Coming Soon

Rocky Balboa (David Amerland) is a small-time boxer and writer who seems to be going nowhere in life. But when heavyweight champion of the world Clubber Lang (Omi Sido ) chooses Rocky at random as his opponent in a title fight, Rocky realises he now has the chance to prove he is not worthless.

 +David Amerland as Rocky "The Italian Stallion" Balboa
+Omi Sido as Clubber Lang
+Teodora Petkova as Tanya Lazzo (loan shark and Rocky's employer. Vivid chocolate lover)
 +Kristin Drysdale as Adrian (a shy and quiet pet store clerk)

Directed by: Steven Spielberg
Director of Photography: +William Rock  
Costume Designer: +Nina Trankova  
Music By: +Michael Shane David 
Casting by: +Gina Fiedel 
Production Designer: +Peter Hatherley 
Written by: +Mark Traphagen  
Edited (and seo optimised) by: +Eric Enge 
Executive Producer: +Bill Slawski   

Watch the trailer below
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+Gina Fiedel Don't forget adoring fan! ♥♥
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#Darebuzz just rocks!

+DAREBEE is more than a free fitness resource, it's a life-changing force for many people across the globe. The #darebuzz  videos are just awesome, particularly when, viewing them, we realize that it is always people doing people things that bring us together. :) And yes, yours truly has been in board since January as a technical advisor (plus you know me, fitness is my drug of choice). ;) 
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Truly amazing, +David Amerland and +Neila Rey. And inspring. And doubly so when I try to even begin to imagine the amount of energy, drive, focus, stamina, motivation that took (takes).
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It's never too late (or too early) to twist your noodle on a Friday - courtesy of +Manuel Saint-Victor :) 
I often send messages to +David Amerland when the stuff he puts in my head comes back to haunt me.  

This morning a few months worth of his ideas hit me all at once-like a cognitive sack of bricks.

I initially sent the following to David as a private message but I think this conversation is one that some other folks may find worth entertaining.

Here's the text of my message to David

I see what you're doing!
You're mathematically deriving collective consciousness by stepping through Erick Erickson's stages of identity development.
Through that you're building an argument for the consciousness of the machine as a result of its awareness of the subintegrated information components( Tononi's Information Integration Theory of Consciousness).
It dawned on me when I read your "happy Friday" post.  I recently started having an emerging understanding of the Gaia model (Thanks +John Kellden) of the living earth that fits this well.

Here's the post from David that inspired this idea cluster:

Disclaimer: This is an early, nearly pre-conceptual thought.  Depending on your preference for level of abstraction you my very well hate me right now.
Amazing :) Here's what's amazing: without an innate sense of trust that the world is working as it should even when we are asleep it becomes impossible… - David Amerland - Google+
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Goodnight. Have a lovely w/e:)
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+Glenn Jewett adding more layers to an unfolding story. This is going to be a front row seat to the case where a global corporation perpetrated fraud on its public and lies to its customers (and, oh, yes stole from the Federal Government and the US taxpayer). 
 +Zara Altair scheduled this fantastic MidweekZap months ago, and guest +David Amerland has been writing a book on "Trust" and how could either have known that at this exact moment we would see the unfolding of one of the largest and most blatant betrayals of public trust in my memory.
I doubt if Richard Nixon could have orchestrated anything to top this story. We know that software doesn't code itself and testing has to happen to fine tune the resultant program. Which means there's a desk, or a room where this software was painstakingly written, tested using a number of production line automobiles and then embedded into the electronic brain of our ever more "smart" vehicles. Then the product was branded as environmentally friendly and socially responsible and marketed to the world. Consumers, anxious in the face of disappearing glaciers and rising sea levels poured billions of dollars into Volkswagen's accounts, paying a premium for "German engineering". 
The enormity of this public betrayal isn't yet grasped but will continue to build as revelations come to light. Thank you +David Amerland for such a powerful topic at perhaps the most needed moment. 
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Patras - Brisbane - Sydney - Miami - Perth - London - Athens - Saint Petersburg - Shanghai - Singapore - Prague - Barcelona - Corfu - Zante - Edinburgh -
Author, Speaker, Analyst.

The world is changing. Showing how is part of what I do. I travel a lot (less than I used to). G+ is my home in more ways than one. In one way or another, all of us here, are part of a vanguard that "gets" the change that's happening.  

In my posts, interviews and podcasts I add pieces to the puzzle. I explain how each one fits in a bigger picture. How that bigger picture then makes sense. 

Sensemaking changes everything.

Before I got here, I used to be a corporate rat who used to be a journalist, before I jumped ship into full-time writing, speaking and blogging. 

In my offline time I indulge a lifelong passion in martial arts, I run, hit the heavy bag and try to find the limits at which we can go without sleep and still function. I also visit as many museums and cafes as possible. Funnily enough I regard what can be found in both museums and cafes as brain food. 

Fitness is important to me. It helps maintain a level of sanity that would otherwise require pharmaceuticals or expensive therapy. I pay some of what it has given me back by running  a Fitness Community. I am also a moderator of Plus Your Business a community focused on helping business people get the most out of G+ and the semantic web. 

Speaking of semantics, I am the owner of Google Semantic Search a community I started to explore the implications of semantic technology in daily life (and there are many) and I also own and post a lot in the SEO Help Community.

Professionally I advise a handful of companies globally, blog for a number of websites, including Forbes,, and socialmediatoday and write for magazines and newspapers. 

I give about 50 talks, speeches and presentations each year and hold an annual seminar on SEO and Social Media (details to which you will find on my website.). I advise a couple  of global companies and a handful of startups on social media positioning and search strategies and I write for Forbes, 21CIT, Insights and a number of dead-tree newspapers. 

Some of the Events  I have been part of:
  • SEO in the Sun (SEO & Introduction to Social Media)
  • Manchester SES (SEO)
  • Business Group Digital Conference (SEO & Social Media)
  • Rutgers University mini-MBA (SEO and Social Media Crisis Management)
  • Shanghai APAC executive SEO & Social Media Crisis Management training.
  • MxDE Senior Executive Program, Zug (Piercing the Search Bubble).
  • SMX East (keynote speech on Entities in semantic search)
  • Semantic Technology & Business Conference panelist
  • SMX London
Associated with: 

Currently working on:
  • Working on a writing project about which I can't yet say anything. (Sorry)
If you made it this far you might be interested to know that now all of my writing is curated (without comment) at Prometheus. I no longer use RSS on my website and the G+ Page here gives me the opportunity to archive all my writing across the web.  I have, however, created an RSS feed for it so you can keep track of everything I write here.

The best way to reach me is through Google+ or my website:
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I used to wear a suit.
Breathing without much effort.
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Basic Information
September 6
In a domestic partnership
Other names
'Hey You!'
David Amerland's +1's are the things they like, agree with, or want to recommend.
Customer Satisfaction and Loyalty: Structural Equation Model or One-Dime...

Causal thinking is seductive. Product experience comes first, then feelings of satisfaction, and finally intentions to continue as a custome

Dirty secrets

EMISSIONS of nitrogen oxides (NOx) and other nasties from cars’ and lorries’ exhausts cause large numbers of early deaths—perhaps 58,000 a y

How a Web Design Company Became a “Market Leader” in a Crowded Space

Branding has always been a complex mix of practical steps (you need a website, a slogan, a logo…) and psychological trigger points (you need

How Content Became the Currency of the Connected Economy

In the connected economy content has become the currency we use to form new alliances and establish trust and identity.

Fox Targets Free Fitness Workout For Using the Word 'Avatar' - TorrentFreak

Twentieth Century Fox has a track record of fiercely protesting its intellectual property. So when a website offering free fitness programs

Google's Knowledge-Based Trust (KBT) Proposal

Google's Knowledge-Based Trust would score the trustworthiness of resources by evaluating the correctness of their factual information.

Trust and the question of Invisible Forces

“What is Trust?” the very fact that we need to ask something so basic shows both the poor state of our understanding of what it is and the f

If People Could Read Your Thought’s Would You Think Differently? – Chris...

David Amerland posed the question: “What If You Could See Thoughts? What would change for you exactly?” So I began to think of it more like:

There are several things that make a bar by the sea: First the sea. On this Mare Mare is unrivaled. There are tables that are practically within five steps from where the waves break. The setting has been nicely decorated and on a hot summer night it feels brilliant. Second, the service. You do want to feel that everything is as magical and special as the setting and sea and here, unfortunately Mare Mare fails to deliver. Water, comes in plastic disposable cups (and it's not cold). The waiters are not trained and although they do try hard, their best is not sufficient substitute for a system to working the tables that allows the patrons to get their drinks in time without having to wait for more than forty thirty minutes (for a couple of drinks) and an additional twenty (for ice-cream ordered at the same time as the drinks, which came half melted). Consider the fact that you do spend money there and the prices are not cheap, the level for service is deplorable. If you really want to enjoy the sound of the waves and the simmering play of moonlight on the surface of the sea grab a rag and a portable cooler and spend some time on the beach, just five meters away. It's free and you get to supply your own drinks, but then again you won't get frustrated by an order that will come in parts, late and be disappointing.
• • •
Public - 2 months ago
reviewed 2 months ago
Two-floor gym with some superb equipment and really friendly stuff. I found it by accident when I was looking for a place to train and I have been a member now for the last three years. Whenever I am in Greece it's where I can be found when not working. ;) It is professionally run, has great opening hours and the membership fee includes classes as well as the use of the equipment. Of the many gyms that can be found in Patras this is one of the best. You will not be disappointed.
• • •
Public - 4 months ago
reviewed 4 months ago
Dedicated staff and excellent exam results speak for themselves. There are not that many businesses that managed to grow during the recession in Greece - this is one of them.
Public - 8 months ago
reviewed 8 months ago
Googleplex has a feel and atmosphere that is uniquely its own. I had relatively little time to spend there but the place is totally addictive. It thrums with intent and everyone you meet is dead earnest about their ability to change the world and have an impact. Plus you really got to love a place where ideas simply flow across every conversation.
Public - 8 months ago
reviewed 8 months ago
12 reviews
Huge hotel with some history practically across the road from Penn Station, in Manhattan. Brief stay over three days it feels totally impersonal so if you want a more cosy feel this is definitely not the place to be. It is incredibly busy and often feels like a massive bus stop with crowds coming in and equally large numbers leaving. The lobby is massive. There is a concierge service but what they do exactly is hard to tell. A quick question on how to get somewhere resulted in my having to use my phone and Google maps any way. Then again this is NYC and the whole city feels like this. It adds to a s sense of imperative and speed that carries you along so you hardly notice the imperfections.
• • •
Public - 8 months ago
reviewed 8 months ago
Budget hotel chosen for its proximity to a speaking venue. Great bar and restaurant and the staff were extremely friendly. It was clean, efficient and lived up to everything one might expect from a place like this.
Public - 8 months ago
reviewed 8 months ago
No visit to Paris can be complete without at least one trip to the S=arc De Triomphe. I walked the route rather than drive and it allowed me to take in the Seine river barges that were very much Highlander in style (for those who know the TV series). Totally loved the change of the guard.
Public - 8 months ago
reviewed 8 months ago