Chapter 9. UNDERSTANDING IMPLICATIONS AND INFLUENCE

When I worked in advertising we did some work for the local football club, Leeds United. Bill Fotherby was the managing director well before Peter Ridsdale set to with his 'ego and egg' strategy, which is basically the ego of the chairman egged on by his cohorts, but with little real grasp of economics and no 'Plan B'.

Bill asked me to look at the sales of season tickets and how we might increase the number sold. Buying a Premiership season ticket is for the committed fan. You are paying in advance for 19 games of football. You are paying in July or August for a product you will still be 'consuming' the following May.

And while I don't know of many products that people are willing to queue up for ...

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