GOOD PRODUCT, BAD SALES? It’s all about framing
Even the best products can fail if they’re not framed the right way. Here I explore how understanding your audience and repositioning your message can transform a struggling product into a household name—using real-world examples like Marlboro, Pedialyte, and Febreze.
SAFEGUARDING PURPOSE: A Founder’s Guide to Impactful Exits
For purpose-driven founders, handing over control of their business can feel like risking the very mission they’ve worked so hard to build. How can you ensure your values remain intact after an exit? Whether you’re preparing for the future or navigating investor expectations now, this guide will help you protect your purpose and sell without selling out.
SPEAKING THEIR LANGUAGE: How Brands Win with Group Lingo
What do you call a man who’s nearly home?
Hamish.
If you’re grinning right now, you’re probably Scottish.
And if you’re not, let me explain—because this wee joke actually says a lot about connecting with audiences...
NUCLEAR POWER & ESG: A question of identity?
Nuclear power has long been a contentious topic, particularly in the context of clean energy and decarbonisation. Whilst some argue that it could be a valuable tool in weaning the world off its addiction to fossil fuels, others contend that it presents too much of a risk to even be considered “green”.
So should nuclear energy be considered ESG? And is this more a question of identity than anything else?
VALUE OVER URGENCY: Encouraging action as a purpose-driven business
In today’s landscape, purpose-driven brands must tread carefully when using urgency-driven marketing tactics. While scarcity CTAs can boost short-term sales, they often undermine the long-term trust these brands rely on.
This piece explores why aligning your marketing approach with your mission is crucial, and how to craft value-based CTAs that empower customers, build loyalty, and support your brand’s greater vision.
POWER IN THREES: Crafting impactful slogans
Leonardo da Vinci is often credited with the phrase, “Simplicity is the ultimate sophistication”. In public relations, this couldn’t be more true. Crafting a concise message that sticks in the mind with just a few words is often far more impactful than a lengthy pitch. Three well-chosen words can convey a brand’s identity, values, and promise all at once.
IMPERFECTLY AUTHENTIC: Why honesty wins in the impact game
Don’t be overcome by fear—acknowledging imperfection is a powerful way to bring the public along on a shared mission to improve our world.
GPT (Generic People-Pleasing Text): The AI ‘yes man’
Ever heard of the ‘yes man’?
The phenomenon where individuals avoid challenging authority or dominant voices, even when doing so would be constructive. This can manifest in any system where power imbalances exist – from corporate boardrooms to political offices – and leads to bad decision making and unchecked errors. Today in the digital age, I’m beginning to fear it creeping into artificial intelligence.
THE COMPLEXITY OF MEASURING ‘IMPACT’—and why it matters
'Impact' has become a buzzword in business, but what does it really mean? Here I explore the complexities of defining and measuring impact, the risks of 'impact washing', and why transparency is key to maintaining credibility in a purpose-driven world.
THE SYMPHONY OF BEING: Musings on music and existence
Music serves as a metaphor for the intricate symphony of existence and our place within it. Beyond the metaphysical, this interconnectedness has tangible implications. Recognising our bond with the world around us is not just poetic; it's a call to action.
SPEAKING THE LANGUAGE OF SOLIDARITY: Learning Ukrainian
In 2023, I was motivated to start learning Ukrainian—alongside many others. This led me to think a lot about the reason one learns a language and the intrinsic importance of language to identity.