Every few months another new restaurant on Bourke Street closes its doors for the last time. Sometimes it’s like watching a car crash happening in slow motion right in front of your eyes. The events leading up to the closure follow a familiar pattern. There’s the launch day fanfare, accompanied by balloons, the menu reveal…

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In a competitive, commercial environment the logic is the more people who know about your business the more successful it will be. So we prioritise making more people aware. But if ‘awareness’ is your problem then asking how to get more of it is the wrong question to begin with. The better place to start…

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