Like every profession, marketing has its rules. These are based on human behaviour observed from data and, for the most part, they work. But sometimes rules need to be broken. People change and a bit of disruption is needed. Especially when people are looking for

I don’t care about you. Sounds selfish. But speaking as a customer, it’s true. I don’t care about how many years you’ve been in the business. I don’t care what degrees or qualifications you have. I don’t care how many customers you have satisfied over

My wife and I are on our way back from somewhere, and stop at a service station. Lo and behold, there are the usual signs reminding all weary travellers to pay before getting out of the car for a break. It’s  nice and easy, the signs say.