No one needs what you are selling, they may want it but they definitely don’t need it! Sometimes it’s OK that the goal is to understand for the sake of understanding. I think the hallmark of curiosity is a thirst for knowledge that has no obvious utility. As I am a lifelong learner, I enjoy exploration regardless of whether the discovery has any immediate relevance. I have never been in the position of selling water to thirsty people! I have always had to use my skills to formulate the brand promise - explaining who’s it for, what’s it for and why you should buy it…


Nowadays, the majority of people are working at home and those of you with young children have the opportunity teach them two of life’s most valuable lessons:

1. To solve interesting problems
   To look at something that no one has ever looked at before and come up with an interesting way to solve the problem.

2. To connect, to lead and use emotional labour

   Using emotional labour by looking someone in the eye and telling them the truth. Emotional labour means doing things that you don’t feel like doing.