I do still help businesses at board level. One business at a time. Just not in the way I used to. Because of this:
Them: Ah! Thanks for coming.
Me: Thanks for asking. It’s good to be chatting to the main people. At the board table. Decision makers. Now, how can I help?
Them: There’s something we can’t fathom. Each year we spend £100k on comms. And each year this spend doesn’t return what we want. You go on about how you help people get noticed, remembered and chosen. Well that doesn’t happen here. Which drives us mad because we look across our category, and outside our category at all the other options our customers have. The very best of what competitors say – we say. The best of what competitors do – we do. And still nothing changes. I just don’t understand it. We’re doing what they’re doing, and nobody seems to notice us!
(At this point, occasionally but not often enough, the business leader I’m talking to gets what they just said. Which is basically, ‘By doing nothing stand-out and noticeable, we don’t stand out or get noticed.’ If they do realise what they said, a proper conversation can begin. If not, the following happens…)
Me: If you don’t do anything noticeable, nobody will notice. If it’s not memorable, nobody will remember you. And if it’s not compelling and motivating (They’re two different things), they won’t buy. That’s your checklist, really.
Them: So, you’re suggesting we do or say things nobody else is doing or saying? In ways nobody else has thought of?
Me: Yes.
Them: That’s a bit risky isn’t it?
Me: Yes. But not as risky as not taking risks.
Them: Well we can’t do that then.
Me: OK. Bye.
OR
Them: That’s a bit risky isn’t it?
Me: Yes. But not as risky as not taking risks.
Them: OK. Let’s do it! Do different – get different!
Me: Let’s get weird.
I do still help businesses at board level. One business at a time. Just not in the same way I used to.
If the business won’t invest the right time, money, bravery and heart into the work, the work won’t work. And I won’t enjoy it. So we don’t do it.
I’m free later in 2026 for one project if needed. A good one though. Not a rubbish one.