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I’ll tell you what I want, what I really really want
It’s great when you see a new proposition coming to market that taps into an unmet need. ‘Unmortgage’ is for people who can afford to...
The best sales people are naturally close to their customers
It’s wonderful to watch great salespeople at work. What they do brilliantly is connect with their customers. My favourite recent...
Put consumers first to lead at speed
If you feel like an injection of stimulating thinking to kickstart your year, we’d recommend Superfast Lead at Speed by Sophie...
Getting emotional gets you closer
Boots is getting closer to its beauty customers. This year’s advert is not only emotional it’s also in line with Boots’ wider brand...
Closeness can show you where your competitors are weak
Great article in the Drum about how Argos’s new advertising has come from getting close to customers. ‘The Christmas Fool’ was engineered...
We want to spice up our sex lives
I’m a great fan of Desert Island Discs. I love hearing the human stories of how people from different backgrounds become successful. ...