Someone I now know quite well, wrote something inside my trousers about 20 years before I met him. I sometimes recall what he wrote, and the brand he and his wife created, when sat on the toilet.

The reason I mention this, is to illustrate something important about my business and yours… If you want your business to be remembered, do something memorable.*

Howies was created in 1995 by Clare and David Hieatt. I bought their jeans. And written inside the back of the waistline, upside down (I think) was, “When did you last change your underpants?”

In a world of so much choice, please remember it’s better to be different than it is to be better. If you want to stand out, that is. So if you want your business to be remembered, do something memorable. Like writing inside their trousers. When nobody else is.

*This neat sentence is easy to read. But very hard to do consistently and well. Read it again and ask yourself if you could do loads more to make your business more memorable.**

**The answer is ‘yes’.

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