Thoughts

Nobody likes change, especially when it’s forced on them out of the blue. We all like what we know, the patterns we’re used to, and so when things suddenly look different to what we’re expecting, we get suspicious and defensive. Just think about how annoying…

Who cares about your latest internal comms or change management programme? Nobody. The sad reality is that outside your team, nobody’s really bothered.* Everyone is far too busy doing their jobs, working jolly hard (now more than ever), and your internal campaign is just one…

So, you’ve done the hard work creating a great offering, segmenting the market, choosing where to play, crafting a strong positioning and communicating it effectively, and it’s paying dividends, literally. Then you fall into a Heffalump trap: you take a short-term decision that could have massive,…