This is thrilling stuff – marketing. I can’t imagine why all bright creative people don’t want to play. Just don’t let the grim-faced money-men put you off being you and enjoying it too. The consumer is not a statistic, she’s your mum, he’s your dad – we’re talking friends here, we’re talking a diversity of people, but we’re talking about people, not just about numbers.

How to create momentum

The single most difficult thing to do in life is to make things happen. Achieving momentum involves enrolling popular support, doing things that get noticed and persuading people to think about you and your company differently.

Momentum involves something ...

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