The 1:1 method

The reason that most memos, speeches and edicts fall flat is simple: we get stuck on the idea that we’re talking to a crowd. When we’re speaking or writing, the crowd is just an illusion. What’s actually happening is that there is one person over there, another over there, repeated again and again until it’s

Read More

1,000 fans (which sort?)

Not all customers are fans. And not all fans are the sort of customers you can thrive with. Cadres of supporters often migrate into one of two camps… The generous stans (a more positive riff from a twenty-year-old Eminem track), are there for the work and the change being made, all the time. It’s a

Read More