I went to TEDx Newcastle last week.

And I heard some really clever people.

Talking about some really clever things.

Really simply.


I have worked with brands that create Mission Statements and Value Statements and similar for years.

And they are always too complex.

So I always distil them down.

To scarily few words.

Maybe six words.

This is because people are more likely to remember simple things.

And if they are more likely to remember them.

They are more likely to do them.

The PCI Rule.


Using this approach.

I’ve distilled a day long TEDx Newcastle event.

And event with 1,000 people milling about.

And 12 or so excellent speakers.

Into 3 letters.

They are PCI.

And I’ve turned these three letters into a rule.

A rule for me


I have done this because I’m quite tired at the moment.

I am allowing myself to be pulled from pillar to post with my work.

Which is taking me towards the edge of the cliff called ‘capacity’.

And that’s not a good place to be.

Not because I will fall of the cliff.

(That won’t happen).

But I will lose something as I approach the edge.




Clarity of thought.

Something will weaken.

So I have to be careful.

And my new rule is helping me.

The PCI Rule.

PCI stands for:

  • Positivity.
  • Creativity.
  • Imagination.

It was the chap from Twitter that mentioned these words.

He suggested that when we all get trapped in The Loop.

Doing  too much work.

Forgetting to be positive, creative and imaginative.

We are worse off.

We don’t grow.

And I totally agree.

So, my new rule.

Whenever I am feeling a bit shitty.

Or that I am not doing my work as well as I could.

I move into positive, creative and imaginative mode.

And it works!

I feel better.

And I do better.

Try it.

It might work for you too.

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