I’m just shining a light, I’m not telling people what to do, and if you knew what I know, you would want to do this. I have a story which holds up to scrutiny that often people want to hear – and you cannot make anything that everybody wants.

Breaking down the art of customer experience with a farming analogy. I come from a farming family and farmers have a choice of which field they plant things; they water them and patiently wait for them to grow. Farmers don’t use words like targeting, they use words like fertile territory as this is where they can add actual value. Do you understand?