It’s the day before Melbourne cafes close again under reinstated lockdown restrictions. The owner of the Italian restaurant that opened in January is heart sore. We get chatting as I’m paying the bill. He explains that due to then pandemic they’ve been able to have patrons dine in for only nine of the twenty-four weeks…Read More
George is in his seventies. His hearing has deteriorated over the years, but he’s reluctant to wear a hearing aid. He hates missing out on parts of conversations and often feels isolated because he can’t hear what’s going on. He’s embarrassed about his disability. But he feels self-conscious about wearing a clunky, visible hearing aid…Read More
The ‘For Lease’ sign attached to the first-floor window of the shopfront is one of half a dozen along Gertrude Street. And the sales copy on each of them does nothing to differentiate one premises from the other. The signs give us dimensions, details about the facilities and ‘good natural light’. They don’t for a…Read More
The more people have to attend to, the harder it is to get their attention. Attention is a precious resource. And as with any resource, scarcity creates value. Our culture has taught us that those who can capture the most attention win—never more so than in the digital age. So, we devote a considerable amount…Read More
Contrary to what we often believe, people want more than what was expected.
We consistently underrate, undervalue, and underutilise our humanity.
We mistakenly believe that we are powerless to make a difference in an all is lost moment when in fact the opposite is true.Read More
An ideal audience isn’t just one that’s available—it’s one that’s receptive.
When we say something is just as important as how we say it.
What gap does your product or service help your audience to bridge?Read More
I remember landing my first ‘real’ job like it was yesterday. One of the big British supermarket chains was opening a huge store not far from where I lived in Dublin. It was good news for the hundreds of people who would be employed there—more jobs, more choice for consumers—a win-win. At fifteen, I thought…Read More
When we begin to think in terms of nurturing (protecting something while it grows), we are compelled to be more intentional about how we grow—and focusing on how makes all the difference.Read More