Chaos theory represents the unknown, the unpredictable and the non-linear. It’s the science of uncertainty. Chaos, typically, has two definitions. One refers to complete disorder and confusion. The other, ‘the property of a complex system whose behaviour is so unpredictable as to appear random, owing to great sensitivity to small …
Online, the ink never dries
The £50 note is the highest value currency denomination in circulation in the UK. The Bank of England implement a series of measures making it virtually impossible to duplicate the note outside of the printing house in Essex. You can take a course to find out about how the notes …
Know your audience
I categorise my workshop clients into two groups: Those with boundless ideas on sharing meaningful content. Those without. The initial question they ask will dictate the path the workshop will follow. Knowing what you want to say The first group are seeking ideas and inspiration. They ask ‘how can we …
Ford, thanks for the Mustang, did you misplace its story?
I love American cars. When all my school friends had posters of Lamborghini and Ferraris, my walls were covered from floor to ceiling with ‘vettes, Mustangs, Camaros and Firebirds. To me, big was beautiful. That wonderful feeling when playing Top Trumps when your Pontiac Firebird outstripped the Capacity cc of every …
Forget the window dressing, where’s the welcoming smile?
It’s human nature to feel cautious when we find ourselves in unfamiliar territory. When we feel a sense of unease. You’re sure the hotel receptionist told you 2-1-6. But, still you check the welcome card before you swipe the key entry of the room door. Sometimes we just need a little …
Who wrote the rules that your business follows?
SNCF were tasked with improving their customers’ rail journey within France. They spent £12bn and placed a healthy order for new trains to run on tracks across the country. The idea being that customers would get from A to B in a smoother more comfortable fashion. SNFC are state-controlled. The improvements …
“I never even knew I needed one…”
Marketing, in practice, is an empowering profession. Consider the fundamentals of what you’re marketing for. When you analyse data, when you witness results. You’re influencing people, that you’ve never met, to take a certain action. Getting people to do something you require can be a complex process – the trust …
Are you leading your audience on a merry-go-round?
In America it’s called the carousel. In England, we refer to it as the merry-go-round. Children love them. Their excited hands clasped to the reigns of the wooden horse as it gallops to the joyful music of the fairground. To the watching parent the ride seems endless. To the child, the ride is …
Is there a fear of becoming a transparent business?
What if everything you thought was secret about your business was in fact shared? What if your salaries were circulated? What if your manufacturing methods were divulged? What if everything about your business mechanics was open for inspection? An open & transparent business Your trade secrets are out of the …
What if… you start marketing your business like a Kickstarter?
Why should the fresh, ambitious, story-driven approach to captivating your reader be the domain of the Kickstarter? What can established businesses learn from the pre-startups?
What happens when you shed your label?
Convention told me to label my craft as a ‘marketing consultant’. It was an obvious label – it was what I did. Becoming a ‘marketing consultant’ was an obvious transition for me. The prior 12 years had been spent as an employee, a director and then a business owner within the …
There must be better ways to describe what you do than ‘systems’
The impenetrable system. The guarded processes that allow your business to run more efficiently. I’d like to hear of a word that has far less meaning to a consumer than ‘system’. Systems, I’m sure, work perfectly 99% of the time. That’s not my concern if I’m a member of the …