If all of your work feels like you’re busking.

That’s probably wrong.

But if none of your work feels like you’re busking.

That’s worse.


When I write 50odd it feels like busking.



Trying things.

Learning things.

Some stories feel smart and polished.

And they turn out exactly as I’d like.

Whereas others feel a little weaker.

But they are all necessary.

Because when I am busking.

I am learning.


I’m the Principal Consultant at ANGELFYSH.

ANGELFYSH is a 15 year old Brand Consultancy.

And I work with clients all over the UK.

Simplify. Codify. Storify.

I help clients to Simplify.


And Storify.

Simplify means my clients stop over-complicating and over-communicating, because we find out what the brand really is all about.

Codify means creating frameworks and systems so that the brand can be more easily brought to life across the organisation.

And Storify means I storytell across multiple, coherent media.

(That’s design, marketing, copywriting and more).

But I have to admit that even when I am doing all of this.

Some of the time.

Quite a lot of the time in fact.

I am busking here, too.

I am exploring.

And experimenting.

And creating.

And imagining.

And that’s just the way it should be.

Because whilst the brand theory of Reis and Trout is important to know.

Imagination, spontaneous interpretation, the ability to see and maximise opportunity and a craving for adventure are all important too.

It’s where confident and creative bravery comes from.

And the ability to build and tell a story well.


So think about it.

You can tell when you’re busking.

You can feel it.

And it feels good.

Because you’re not worrying about being judged.

You’re just creating.

And I can highly recommend it.

Because busking is when the magic happens.

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