Introduction

Copywriters learning from bakers and swimmers

There was a baker in our village who ranked with the best in the UK. His bread was truly something else. After I’d left home I always used to buy one of his loaves if I came back, and when each one ran out I could never find any as good.

He protected his recipe fiercely, and refused to tell anyone its secrets – not even his sons, who worked in the business, not until he was ready. But then, unexpectedly, he fell off his perch. And with him went his recipe.

The Gold Medal Bakery is now a memory, as are the loaves we all loved, and the moral of this tale is that knowledge, no matter how precious, needs to be shared. If it isn’t, it could be lost. If it is, it can evolve.

One of the most ...

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