Avoid The Discount Death Spiral

With Black Friday on the horizon, brands face intense pressure to cut prices. But just because everyone else is doing it doesn’t mean you should. Saying “no” to discounts might be one of the smartest moves you can make. Here’s why.

1. Discounts Damage Your Brand Image

Building a brand isn’t easy, and part of what differentiates it is the higher perceived value. Discounting puts that hard-earned perception at risk. High-end brands, in particular, are built on their quality and exclusivity. Customers expect to pay more because they trust it’s worth it. Cutting prices might satisfy some shoppers, but it can alienate your loyal base, who may turn to competitors that still feel exclusive.

2. They Erode Your Profit Margin

Discounting eats into your profit margin, which is already a tightrope for most businesses. With every discounted sale, your resources for reinvestment in brand marketing shrink, making it harder to stay top of mind with consumers. For some brands, excessive discounting can even lead to existential risk, eventually forcing cost cuts, layoffs or even closure.

3. Consumers Will Stockpile

Promotions can lead to short-term volume boosts, they often mean future sales decline. Consumers are likely to stockpile during promotions—especially for non-perishable goods—and then delay purchases until the next sale. The result? Little to no actual increase in long-term sales volume.

4. DISCOUNTS Don’t Drive Meaningful Trial

While promotions may attract some new buyers, these are often customers already familiar with your brand. They buy on discount because they already know it’s a good deal. New buyers drawn in by price alone are typically not brand-loyal and will likely move on to the next promotion from a competitor.

5. DISCOUNTS Are Easy to Copy

Once your brand dives into price promotions, others will follow. Any competitive advantage you gain is temporary. After your promotion ends, consumers simply switch to the next brand on sale, creating an ongoing cycle of promotions.

6. DISCOUNTS Tend to Escalate

The more brands discount, the more aggressive promotions become. “Buy one, get one half price ” becomes “buy one, get one free,” and so on. As deals escalate, margins erode further, brand equity suffers, and the credibility you’ve built with your customers weakens.

7. The Whole Category Can Become Commoditised

When everyone competes on price, brands lose differentiation. Consumers learn to buy by deal, not by brand. This is great for bargain hunters, but over time, it favours low-cost options and own-label alternatives, which will always undercut you on price. Discounting devalues the entire category.

Summary

It’s tempting to join in on the discount bandwagon. A quick boost in sales can feel good in the moment, but in the words of Talking Heads, you’re ‘on the road to nowhere.’ While price promotion is the most directly measurable of the 4Ps, it’s also the one that can be most damaging.

The bottom line? Make sure your brand is worth the price you charge and avoid the allure of Black Friday. Consider the stance of outdoor retailer REI Co-op, which famously refuses to participate. It may be the best way to protect the value of your brand.

How We Fell Out of Love With Brand Loyalty

The golden age of loyalty

When I studied marketing in the 1990s, achieving ‘brand loyalty’ was the Holy Grail of marketing. The accepted doctrine was to focus your marketing efforts on heavy users - the loyalists. The goal was to encourage them to buy your brand exclusively.

We believed in Pareto’s Law: 80% of your sales come from 20% of your consumers. We read studies that persuaded us that acquiring a new consumer was much more expensive than retaining existing ones. We believed in the idea of ‘lifetime customer value’. That people who bought our brand could stay with us forever.

I remember reading a bestselling book written in 1993 by Peppers and Rogers called The One to One Future. It envisioned a future where businesses moved away from mass marketing. Where we tailored offerings to meet each customer's specific needs and preferences. ‘Relationship marketing’ was all the rage. Loyalty schemes exploded. Look after your loyalists was the mantra. Don’t worry about the ‘mass market’.

It was a very seductive idea. Loyalty is good, isn’t it? We didn’t want people buying other brands. We wanted people to love our brands. We didn’t want to ‘waste’ our money on fickle consumers. It was much better to focus marketing funds on your loyalists.

When did this all change?

The big shift in these beliefs came with the work of the Ehrenberg-Bass Institute.

I remember a famous Andrew Ehrenberg quote.

‘Your customers are the customers of other brands that occasionally buy you’

Then there was the release of Byron Sharp’s seminal book in 2010, ‘How Brands Grow’. The key thesis of the book was that brand growth is more likely by gaining new users. In other words, by increasing penetration/acquisition. The research was robust and persuasive. They were presented as a series of new marketing ‘laws’. We were shocked to learn that loyalty programmes don’t work. That the Pareto Law is over-stated. That all the doctrines around loyalty were false.

Not everyone agrees with the laws in the book, but other studies support the argument for a more ‘mass marketing’ approach to brand building.

A famous study by Binet and Field called ‘The Long and Short of It’ analysed the IPA database. It made the case for long-term ‘brand building’ communication. It asserted that attracting new users was a key driver of brand growth. It concluded that we need both long and short-term marketing investments.

So is loyalty entirely discredited?

Loyalty schemes are still widespread. According to a recent YouGov poll, 9 out of 10 Britons are currently signed up to at least one loyalty programme. We join them because they’re free and because we’re looking for discounts. But our relationship with them is very transactional. Just because we’ve joined a scheme, doesn’t mean we’re loyal.

Once a brand has started a loyalty scheme it’s hard to exit it or reduce the benefits, without a consumer backlash. Brands who run them are stuck with them.

It’s argued that some brands evoke a high level of ‘brand love’. But these are rare. Every brand has its fanatics, but most of us simply like brands. We don’t love them.

What’s the current doctrine?

Some people still believe in the importance of loyalty. Marketers find it hard to let go of the idea that people don’t love their brands unconditionally. And many people get paid to run loyalty schemes.

However…

Nowadays, it’s understood that people buy across a repertoire of brands. We buy what’s easily available. We buy brands that we can easily remember.

We accept that customer acquisition is a primary driver of brand growth. Case studies stress the importance of attracting the ‘broader market’ to build brand equity. We know that brands need light, infrequent buyers. The Byron Sharp camp has won the argument. Sensible brand plans focus on long-term brand building as well as activation. No one dreams of creating world-beating loyalty schemes anymore. The ‘one-to-one future’ envisioned by Peppers and Rogers in 1993 has yet to become a reality.

Marketing Lessons From The Horror Movie Genre

The horror movie industry continues to grow in importance. Since 1995 the horror genre has more than doubled its market share in the US and Canada, and it's still growing. It remains Hollywood's most reliable money maker. In an interesting change in direction, Hugh Grant is starring in his first horror movie - ‘Heretic’. It's receiving rave reviews.

So what can marketers learn from the success of horror movies and apply to their brands?

Lesson 1: horror is founded on a great insight

Horror fans tell you that being terrified is more fun when it is a communal experience. That’s why they love to see horror at the cinema. Indeed, theatrical releases are key to the ongoing survival of cinemas. Many people enjoy watching mainstream movies via streaming services in the comfort of their own homes. But horror works best in the cinema. Where we can all scream together.

There’s also a universal truth at the heart of horror movies. Everyone has felt fear in their life. It’s something we can all relate to. It’s what makes the genre so compelling.

Ask yourself: what’s the big, universal insight at the heart of my brand? What can we do to bring people together in communal experiences?

Lesson 2: Constraint leads to creativity

Many successful horror films are low-budget. They don’t rely on expensive stars, special effects, or fancy locations. Directors take risks, they experiment. For example, The Blair Witch Project relied on hand-held cameras, found footage and shaky camera techniques. Having a large budget is no guarantee of success. There are plenty of examples of big-budget, box-office flops. Most recently, Joker: Folie a Deux.

Ask yourself: how can I make the most of my limited budget? How can I become more creative and resourceful? Click here for some suggestions.

Lesson 3: The importance of ‘word of mouth’

Horror movies are less reliant on mainstream critical approval than other genres. The fans ‘find’ the films they love via word of mouth. Over time, film studios have created a series of franchises that continue to build and grow. Friday the 13th, Scream, Paranormal Activity, etc. They understand that fandom builds over time. They understand the importance of consistency.

Ask yourself: how can I create a community of fans and brand advocates? How can I continually deliver what they want?

Lesson 4: Focus on great storytelling

Successful horror movies tell great stories. A successful horror movie is beautifully crafted and immersive. At the heart, there’s a feeling of suspense and tension. There are memorable moments. A frightening antagonist. Evocative soundscapes. Many of our great movie directors started out making horror movies - Peter Jackson, Ridley Scott, Francis Ford Coppola.

Ask yourself: how can I tell great stories about my brand? How can I inject emotion and connect with my audience?

Horror movies may not win at the Oscars, but they certainly win at the box office. Marketing is all about giving people what they want. There’s a lot we can learn.

Happy Halloween to all of you!

How To Market Your Brand With a Zero Budget

What do you do if your brand has huge growth ambitions and a zero marketing budget? Don’t despair. Having a zero marketing budget forces you to be creative and resourceful.

Here are a few suggestions on what to do.

1 Create Your Marketing Content In House

Can’t afford an ad agency? Take a DIY approach to marketing communication. Make your own videos, write your own blog posts, and create your own e-mail campaigns. MailChimp can help.

Many free or affordable tools can give your content a professional air. For example, Canva or Piktograph. You don’t need expensive equipment. A half-decent phone is all you need. Even if your material lacks polish, don’t worry. It will feel a bit more authentic and relatable. And with a bit of practice, you’ll get better and better.

Of course, your content has to be useful, interesting and engaging, but it doesn’t need to be expensive.

2 Make the Most of Social Media

Can’t afford paid media? Use leverage social media to amplify your marketing content. You don’t have to use all the platforms at your disposal. Focus on the one or two that are most relevant to your potential customers. It could be Linkedin, Facebook, Instagram or TikTok - the usual suspects. The key is to publish regularly and build an audience.

Optimise your website and keep it up to date. Nowadays, platforms such as Wix or Squarespace make it easy to create and run your website, even if you have minimal design expertise. They also include e-commerce elements to help you create a complete marketing platform.

3 Leverage Your ‘Owned’ Assets

Want to move beyond social media? Think about all the other assets under your control.

Your brand’s packaging is, of course, prime marketing real estate. What messages could you include on the side, back or inside your packaging? Oatly uses every millimetre of its pack to convey its marketing story. Tony Chocolonley uses the inside of its wrapper to talk about its mission to create a world of ‘slave-free’ chocolate. Warby Parker uses the cleaning cloth in the glasses case to outline its origin story.

Some packs, notably in the beauty category incorporate QR codes which link back to your website for more detailed product advice. I’ve also seen this with wine labels, where producers can tell more detailed brand stories via QR codes.

What else do you own? A shop front? A vehicle? Clothing? Anything you own provides an opportunity to communicate.

4 Focus on a Niche Audience

Can’t afford to target a large audience? Start small. There was a famous article by Kevin Kelly called 1000 True Fans. 1 000 may not be the precise number, but you do need ‘true fans’. It means building a community of early adopters or brand enthusiasts. Offer them early access to products. Use email marketing to stay in touch with them. Invite them to exclusive events. Offer them discounts. Encourage them to share their experiences of your brand. They can act as your cheerleaders, advocates and supporters.

A great example of this is Gymshark. It grew to megabrand status by focusing on the needs of fitness enthusiasts and bodybuilders.

5 Barter and Exchange

Can’t afford to pay all the people you need? Think about what else you can offer them in exchange for their services. This could be discounted or free products. Your expertise. Training. The use of your facilities or references for future jobs.

For example, you could collaborate with micro-influencers, who would be willing to promote your brand in exchange for free products. Choose people who love your brand, so the collaboration and endorsement is authentic.

6 Create Partnerships

Look for partnering opportunities with another brand to cross-promote each other’s goods or services. If you run a coffee shop, could you partner with a neighbourhood bakery? If you run a bar, could you partner with an artist to hold an event?

I’m not suggesting that Heinz is a brand with a zero marketing budget, but I’ve also enjoyed the way it cross-promotes its brands. I love the tomato ketchup collaboration with Lick Paints. I’ve recently seen their Monster Munch promo for Halloween. Pickled onion-flavoured mayo? Yum.

The aforementioned Gymshark has partnered with Surreal Cereals to produce limited-edition products.

Ideally, seek an equal partnership where no money changes hands. It’s a win-win for everyone involved.

7 Get Out and About

Sometimes, you’ve just got to put yourself out there.

There was a lovely story about how Jo Malone promoted her brand in New York by asking students to walk around the fashionable neighbourhood with empty branded shopping bags. Something she called ‘Walking the Dogs’. Read the full story here.

I’ve seen examples of eye-catching temporary street art of chalk messages featuring brands. Don’t forget old-fashioned flyers or posters in local cafes or community boards. Set up stalls in markets. Hand out free samples in high-traffic areas. Be an active brand. Build a presence in areas of high visibility.

Summary

Of course, we all dream of huge marketing budgets, but it doesn’t guarantee great marketing. There’s a risk of being wasteful. Or falling in with the conventional approaches to communication. Having a zero budget shouldn’t hold you back. It could be an advantage. Nothing is entirely free of course. There’s a cost involved in setting up and managing your marketing. But there is a lot you can do. You’ve got to get your hands dirty. Start small and build a community. Create your own work, use social media consistently and your assets to communicate. Look to barter, exchange and build equal partnerships. Get out there. A zero budget does not mean zero marketing.

How to Be a Brilliant Brand Manager

Over the years, I’ve worked with all kinds of brand managers. Indeed, my first ever job in marketing was as a brand manager at Nestle. This is what it takes to be great at the job.

1 Write Inspiring creative briefs

Brand managers work with a range of agency partners. The best - indeed the only way - to get great work from your agency is to write an inspiring brief. It must be clear what you’re asking them to do. It should enable them to deliver the best work possible. Agencies often complain about never receiving decent briefs. Make sure you’re not one of those brand managers.

It also makes creative judgement and the feedback process easier. When your agency delivers work, you can use the brief to guide you. Have they met, missed or exceeded what was in the brief?

2 Know your numbers

Numeracy is a key marketing skill. Many people become brand managers because they love advertising and communication. The creative side of communication. But knowing your numbers is critical. How are your sales doing? What’s happening to your marketing share? How are people responding to your communication? We’re inundated with data nowadays. Keep on top of it.

When you meet up with your senior managers they always ask about the numbers. Make sure you’re able to respond. Brand managers are often accused of lacking commercial acumen. Don’t be one of them. Demonstrate the impact your marketing efforts are having on business success. Especially to non-marketing audiences. Otherwise, you’re not taken seriously.

The numbers help you make the right decisions on where to invest your marketing budget. You can justify your expenditure or make the case for increased marketing investment.

3 Engage with your consumers

Reading marketing research reports and engaging with the data can only get you so far. You have to speak, observe or hang out with your consumers. Always look for opportunities to meet them face to face. This could be at an event, in-store, during focus groups or simply chance encounters. Ask them questions, listen to what they say. If they’re critical of your brand, don’t be defensive. Take on board what they say. Use it to gain additional understanding.

An important part of your job is representing the consumer within the business. If you don’t know them intimately, then you’re not able to do this effectively.

4 Become best friends with the sales team

In most organisations, there’s tension between different departments. This is particularly the case between sales and marketing. Getting and holding distribution is fundamental to the growth of your brand. The sales team can help you. If you have a frosty relationship with them, you won’t get their attention or support.

Work closely. Go on trade visits. Pitch together. Often, there are other brands in your company’s portfolio they need to sell. Make sure yours gets priority. Also when customers play hardball with your brand, the sales team will support you if they like and respect you.

5 Develop your project management skills

A brand manager is responsible for making things happen. A new product launch, a new campaign, a promotion. You’ve got to be a good project manager. Speed of execution is vital. People will look to you for direction. The best brand managers I worked with were always on top of the details. They’re great internal communicators. They got things done. There are a lot of project management tools to help you nowadays. Use the ones you feel comfortable with.

6 Think long term

A typical tenure for a brand manager is two to three years. Your job is to leave the brand in a better shape than when you started it. This requires long-term thinking. It’s tempting to focus primarily on brand activation and chasing short-term sales. You’re keen to make your mark.

Spend time on the long term. It means getting deeply involved in strategic planning. It means developing communication that focuses on brand building as well as activation. Growing awareness, attracting new users, and creating equity takes time and may not yield immediate results. But they’re fundamental to your brand’s long-term health. Don’t neglect these elements.

7 Always Remain a Student of Marketing

There’s always more to learn. Marketing continues to evolve. You need to evolve with it. You need to understand how to use new channels of communication, the impact of AI, new ways to conduct market research, the latest academic thinking on how to grow brands.

Read books, follow your favourite thought leaders. There are lots of agency publications, podcasts, magazines, trend reports, free webinars. Continue to add to your accumulated knowledge. Incorporate the latest thinking into the way you manage your brand.

Summary

Being responsible for the success of a brand is a great honour. Particularly brands that play an important role in people’s lives. I look back on the brands I worked on with pride and great affection. Being a brilliant brand manager requires a diverse set of skills. Numeracy, creativity, project management, data analysis and critical thinking are all important. Skills that will stand you in good stead throughout your brilliant career.

I Love the New Burberry Campaign

It’s no secret that Burberry has had a difficult time recently. Burberry's sales have been falling, especially in China, one of its core markets. As a result, the CEO was replaced in July 2024. Indeed the whole of the luxury brand sector is suffering. This month, even the giant conglomerate LVMH reported a 3% decline in sales.

In October, Burberry launched a new outdoor wear campaign under the banner, ‘It’s Always Burberry Weather’ and I love it.

Here’s how it’s explained on the Burberry website.

‘It’s Always Burberry Weather’ is taken from a slogan in the Burberry archive, which references the robust elements of the brand’s garments and the unpredictable British weather. It features seven key styles, reimagined: the trench, the Harrington, the quilt, the puffer, the parka, the aviator and the duffle.

Shot across London and the British countryside, ‘It’s Always Burberry Weather’ comprises a series of warm and humorous vignettes and portraits. The familiar settings are rooted in Burberry’s history and the outdoors’

This is an example of one of the executions featuring the inimitable Olivia Colman.

I love it because Burberry has gone back to its roots. When a brand is in trouble, it’s always good to reflect on when you were at your height. The slogan, drawn from its archive, ‘It’s Always Burberry Weather’ is fabulous. Short, memorable and true to the brand. It honours its British roots and the vagaries of the British weather.

It’s very product-centric, with each film focusing on a different outdoor garment, showing that Burberry is more than just a distinctive check. The choice of celebrity is inspired. Actors, singers and even footballers. All of whom are quirky, distinctive and supremely gifted. Wonderful role models.

The films themselves are beautifully shot in London and in the British countryside. They’re funny, entertaining and a bit surreal. I particularly love the 10-minute film of Cole Palmer fishing.

Summary

Bravo Burberry. I hope this helps turn your fortunes around. Would I pay £2 490 for a wool cashmere duffel coat? Probably not. I’m not someone who buys luxury clothing brands. But if I was, I’d be proud to wear the brand. Something I wouldn’t have said a few years ago.

Forget Blue Sky Thinking

I’ve spent years running ‘blue sky thinking’ workshops. Where anything goes. Where every idea is a good idea. I now realise that this is a waste of time. Firstly, people find it difficult to come up with ideas when there are no boundaries. Secondly, in the post-workshop review, the ideas are impossible to implement. No wonder ‘brainstorming’ workshops have got a bad reputation.

Instead, I would recommend the opposite. I like to call it ‘black sky’ thinking. It involves setting up the workshop completely differently. Here’s what to focus on.

Sharpen Up the Brief

Firstly, be crystal clear on what you want to achieve from the workshop. Be as specific as you can. For example, specify how many ideas you intend to generate. Be explicit with the format of the output. Provide a simple idea template.

Be prescriptive. We enjoy working towards a clear goal in a workshop. Otherwise chaos will ensue.

Incorporate Your Constraints Within the Brief

Everyone has constraints. You may have zero budget. Or you could have a tough deadline or a small team. Whatever it is, be transparent about it. By all means, be ambitious in setting your goal, but equally, be clear on the constraints you’re up against. In the book ‘A Beautiful Constraint’, this is called a ‘Propelling Question’.

This may seem impossible at first, but the juxtaposition of a bold ambition and a significant constraint is essential for creative thinking. You’re forced to think of new pathways, beyond the tried and trusted ‘best practice’ models.

Summary

Blue sky thinking workshops have got a bad name and rightly so. This doesn’t mean that you should abandon idea-generation workshops altogether. Getting the right people together to solve difficult problems or invent new ideas can be invaluable. You need to design them better. Focus on getting a sharp clear brief. And don’t shy away from including your constraints within it. As a consequence creativity will increase and solutions will be realistic. You may even enjoy taking part in them.

Workshop Icebreakers

Workshops normally begin with an ice-breaker or warm-up exercise. It’s like stretching before you start a long run. It sets the tone for the whole session, so starting well is important. Here are some thoughts on what to consider.

The icebreaker format

Typically, the facilitator asks people to say hello and explain who they are and their role. An icebreaker question then follows this, that everyone answers.

‘Please tell me your name and what you do and…(insert ice breaker question here)

Go around the room until everyone has answered the question. Sound familiar? I’m sure we’ve all done this at some point.

Choosing appropriate Icebreaker questions

The trick is to decide on what the goal of the icebreaker is. Then invent some questions to help you achieve that goal.

Here are some suggestions on possible goals and the questions you could ask. Of course, choose a wording that works best for you.

1 Surfacing Expectations: ensuring everyone’s aligned on the session objectives.

These questions help you stay on track. They’re easy and relevant for any session. For example:

- What would you like to get out of today’s session?

- What would success look like to you?

- What are your hopes and wishes for today?

- Any key watch-outs for today’s session?

It’s also good to go back to the list of expectations at the end of the session, to ensure you’ve covered everything.

2 Getting to Know You: getting a deeper understanding of people in the room.

This is helpful if participants don’t know each other well. It builds trust and forms connections. For example:

- Outside of work, what are your hobbies and interests?

- What’s your favourite…(insert here) eg film/book/holiday destination/pizza topping?

- If you were given £1 million what business would you set up? 

- Draw yourself as a mood board (hand out sheets of paper to do this)

- Name one thing on your bucket list.  

3 Exploring the Task: to allow you to begin thinking about the topic under discussion indirectly.

Tailor the question accordingly. For example, if the session is about technology, ask tech-related questions. If it’s about food, focus on food-related questions. People also reveal something interesting about themselves. For example:

- What’s your favourite app and why?

- What would be a restaurant recommendation to a visitor to your town/city?

- Which business leader (or brand) do you admire most and why?

- Think of an example of a high-performing team from any walk of life. Explain why.

4 Exploring Topical Issues: if there’s a ‘hot’ topic in the air or a specific time of year then use it as a fun way to connect people.

- What book will you take on holiday this Summer?

- Which box set/series did you ‘binge’ on recently?

- Who will win the Euros?

- What have been your best and worst Christmas presents?

- Are you a Swiftie? Favourite Taylor Swift song?

Alternatively, kick off with an energiser

An alternative to the ice-breaker question format is the energiser. Something physical. Something to have a bit of fun. This is particularly useful if the teams already know each other well, or if there’s a big group.

Here are the types of energisers that can be used to kick off a session.

Think carefully. Some energisers require verbal/linguistic dexterity - which may not be appropriate for a multi-cultural audience. Others are very performative and are more geared towards extroverts. For example, tasks that involve singing or dancing. Some people may shine, others may fail. Some energisers are very physical and again may not be appropriate for your participants.

1 Team Quizzes

We all became quiz experts during lockdown, so dig them out again. Any topic can be used, but making it company or category-specific makes it feel more bespoke. Offer silly prizes to the winning team. Everyone loves a quiz.

2 Team Name

If people are in the same teams all day, ask them to invent a fun team name. Something that unites them. And then design a logo on a flipchart that brings that name to life.

3 Stretching

Conduct a simple head-toe stretching routine. Alternatively, do a series of yoga stretches or breathing exercises. Something physical, but not too demanding.

4 Table Top Games

Tasks that can be completed as a team, using materials on a table. For example: build a tower using marshmallows and spaghetti or paper and tape. Create something eg a cityscape using Play-Doh or Lego bricks. It’s playful, creative and bonding.

5 Personality Bingo

Create individual 5 x 5 bingo cards with various statements in each box: eg has a dog, loves hiking, etc. Participants find others who match one of the statements. They then fill out their cards with the initials of the person who agrees with the statement. When a card has a line of initials from different people - shout bingo! You’re the winner.

6 Speed Networking

Pair up participants. Give each pair a couple of minutes to share one interesting fact. Rotate pairs every couple of minutes until everyone has met a different person.

Summary

Icebreakers are important. They loosen minds (and bodies). It signals that this is going to be an exciting and enjoyable session. It enables you to make a fast and productive start. Think carefully about the goal of the icebreaker and then invent a question that will help you achieve it. Something interesting but not too challenging. You don’t want the participants to fail the warm-up. Alternatively, do something physical. Do an energiser. Nothing too strenuous - beware of health and safety! Something that allows them to bond and have fun. Something that doesn’t take up too much time. Once the icebreaker or energiser is done - the work begins!

What’s your favourite icebreaker? Please share in the comments below.

Managing Cultural Differences in Workshops

I’ve facilitated workshops all over the world and I’m often asked about the differences I encounter. Between say, running a workshop in New York vs Shanghai. Do people behave differently? Do you have to adapt your style? The answer is yes - but not perhaps as much as you might imagine.

People are of course different. But it’s easy to make false assumptions, based on cultural stereotypes. For example, Germans are efficient. Americans are loud. Italians are passionate, etc, etc.

Here’s what I tend to focus on when I’m running workshops outside the UK. This is how I manage cultural differences.

1 The Level of English Comprehension

I’m blessed that English is the language of business. But don’t assume everyone speaks perfect English. Consciously speak slowly. Use clear language. But don't be condescending.

Allow people to speak in their native tongue when they’re working in small groups. Don’t be picky about spelling or grammar when people are capturing thoughts. It’s best if they present back their thoughts in English, so you can understand. But if you’ve got a decent translator with you, let teams present back in their preferred language.

2 The Impact of the Corporate Culture

The values of the company makes a huge impact on the way people behave in workshops. You therefore need to adapt the way you facilitate.

Some companies (eg Shell) are obsessed with safety. They have safety briefings at every meeting. Allow time for this. You need to make sure the room is completely safe. For example, ensure there are no loose cables or other hazards.

Tech companies (eg Meta) are more liberal with how people use technology in workshops. Ideas are often captured directly onto laptops, using software they feel comfortable with. Ideas are projected onto screens. Therefore be flexible with the ‘no-technology in workshops’ rule.

Alcohol companies (eg AB Inbev) are keen to ensure there's social time at the end of the session. This usually involves beer. So make sure you plan time for this at the end of the session. These are my favourite workshops.

3 The culture of the society

Be sensitive to the wider society's culture. It helps build rapport and avoid missteps. When planning, spend time understanding the accepted norms and behaviours of the country you’re working in. How formal or informal should the session be? How should you address people?

In explaining concepts, don’t always make them too Anglo-centric. Use examples that the audience can relate to easily. Do your research, and pick out local or regional brands rather than the usual suspects.

If you speak some of the local language - use it. One of my fellow facilitators is a great linguist. He always learns and uses a few local phrases during the workshop. It shows you care. It helps you connect with the participants.

Cultural sensitivity can even extend to the dress code. ‘Smart casual’ is the default dress code for workshops. This is always difficult to interpret, so take advice on what’s appropriate. For example, in Thailand, I was advised not to wear sandals at a workshop as they could offend.

Summary

Overall, I find there are more similarities than differences when facilitating workshops in different parts of the world. People travel extensively. They work in cross-cultural teams or belong to multi-national organisations. They understand workshop etiquette.

However, differences do exist. When preparing for a session in an unfamiliar country, do your homework. If English isn’t the mother tongue of the participants, make allowances. Be sensitive to the corporate culture and adjust your approach accordingly. Adapt the content you use. Make it more relatable. Be aware of the societal norms of where you’re working and respect them. And if you’re not sure how to behave, get some local advice. Often it’s best to work closely with a local co-facilitator who can act as your guide and ally.

I’ve travelled the world facilitating workshops. It’s been such a privilege and I’ve learnt so much. If you get the chance, make sure you fully embrace the opportunity.

Understanding a Workshop Brief

The key to a great workshop is great planning. The first and most important task is to get to the heart of the workshop brief.

To help you do this, here’s a discussion guide to help you understand the real workshop brief. I’ve also developed a checklist, to ensure you’ve considered everything. As a rule of thumb, spend at least as much time planning the workshop as you do running it. The more you plan, the more successful your workshop will be.

Taking a Workshop Brief: Discussion Guide

Here are the key topics you should cover. Also, the kind of questions you should ask. This is for when you’re meeting with the workshop 'problem owner'.

1 Background to the Problem

What’s the issue we’re trying to solve?

Why is it important? What’s been tried before?

What will happen after the workshop?

Is there anything I need to read to help me understand it?

2 Defining the Workshop Task

What specifically would you like to get out of the workshop?

What would you see as a successful outcome?

What specifically are the outputs you’re looking for? For example, give me a sense of the type and number of ideas you’d like to get to.

Do you have any existing formats/templates that you’d like to work on as workshop outputs? 

3 Understanding the Attendees

Tell me about the people you’d like to invite. Why is it important for them to attend?

What perspective/contribution will they bring to the session?

Any watchouts I need to be aware of?

Who else might be useful to invite?

4 Logistics

Let’s discuss dates/timings. What dates are you planning? How long will the session last?

What about the venue? Who’ll be booking it?

How / when will we invite people?

5 Preparation

Have you thought about participant pre-work? What do you think might be useful? (Tasks? Reading?)

Do you have any thoughts about the process / the agenda? 

6 Next Steps

When would you like to see a session plan?

Is there anything else I need to know that might be helpful?

Workshop checklist

Once you’ve had a briefing session, here’s a checklist to ensure you’ve covered everything. If you still have questions, then have a further follow-up with the problem owner.

1 Am I clear on the workshop task?

2 Do I understand the background and the issue we’re addressing?

3 Have we agreed on how much time to allocate to it?

4 Have dates/times been agreed?

5 Do I know who’s coming and why they’ve been invited?

6 When will invitations be sent out?

7 Has the venue been agreed upon and booked?

8 Have I thought about pre-work for attendees?

9 What workshop materials do we need?

10 What are the workshop tools we will use?

11 What kind of stimulus should we prepare?

12 Are roles and responsibilities clear during the session(s)?

13 When will I develop/share the workshop process?

I hope you find these helpful. If you have any other suggestions on the best way to understand a workshop brief, then please let me know.

Good luck with your next workshop.

Make Your Workshops Funny

When I look back on past workshops, the moments that stick out for me are the funny ones. I remember when someone brought their dog to the session and everyone played with it. Or when someone presented their ideas by taping a flipchart to their body. Once, we gave a prize to the most negative participant in the room. Something you’re never supposed to do - especially as he was the most senior person at the session. He played along with it, which was great.

Having fun is important in workshops. It puts everyone at ease. It creates positive energy. It creates fond memories and encourages greater participation. Usually, you get better ideas.

So how do you do it? How do you ensure workshops are playful and light-hearted?

Firstly, you must follow these golden rules of what you must never do.

What Not to Do: The Golden Rules

1 Don’t laugh at people

By all means, make fun of yourself but don’t be cruel to specific individuals. Join in with the laughter and make it inclusive. Don’t seek to humiliate people or make jokes at someone’s expense.

2 Don’t hog the limelight

It’s not about demonstrating how funny you are. It’s about creating an environment where everyone else can have fun. Don’t share long, ‘amusing’ anecdotes just because you have a captive audience.

3 Don’t deflect from the purpose of the session

Having fun should make the workshop more productive. So make sure it doesn’t get in the way. Pick and choose your moments and don’t force a humourous interlude if it doesn’t feel right.

Some suggestions

Here are some simple and easy ways to introduce fun into the session.

1 Icebreakers and Energisers

Start your workshop with a fun icebreaker to lighten the mood. Include simple games or quizzes throughout that encourage interaction and laughter. They set the tone for the whole session.

2 Visual Aids and Props

Use visual aids, props, or multimedia elements to add humour throughout. Funny images, videos, cartoons. Anything that puts a smile on people’s faces. Keep them relevant to the workshop and part of the overall experience.

3 Humorous Examples

Incorporate funny stories, quotes, or examples related to the workshop topic. Humour can help make the subject matter more relatable and memorable.

4 Encourage Participation

Create opportunities for participants to share their own funny experiences or ideas. Specifically, those related to the workshop topic. This encourages a relaxed atmosphere where humour is welcomed and appreciated.

5 Role-Playing Exercises

Workshop exercises can be playful and enjoyable. Role playing allows you to do this. This involves assigning roles to participants and having them act out scenarios. Typically, consumer role play. Other workshop exercises can feel light-hearted and playful. For example, creating mood boards from magazines.

6 Music

Use music to set a relaxed, informal tone. This could be during breaks, at lunch or as part of workshop exercises. If you’re not sure what to choose, stick to the 1980s. Everyone loves the 80s. It sometimes leads to spontaneous singalongs or dance moves. Click here for more ways of using music in workshops.

7 Silly Competitions and Prizes

People are naturally competitive so create competitions between teams with fun (inexpensive) prizes. This is particularly effective during the final presentations. Chocolates are always welcomed. Anything silly works well - key rings, cuddly toys, little trophies.

Summary

Having fun is part of the overall workshop experience. You don’t have to be a comedian. Inject humour into your facilitation style using a friendly and light-hearted tone. Then provide lots of opportunities for fun and laughter for everybody else. Remember the golden rules. Laugh with people, avoid hogging the limelight and make sure it doesn’t deflect from the workshop’s objectives.

Then try out out some of these simple suggestions. You don’t have to force it or try too hard. Everyone enjoys a good laugh. You’ll build trust, people will relax, time will fly and you’ll get great outcomes.

And if all else fails - bring along a dog.

What have been your funniest workshops? Please let me know in the comments below.

Avoiding Workshop Groupthink

One of the risks of running a workshop designed to generate new ideas is ‘Groupthink’. People will always seek consensus in a group setting and the facilitator encourages this. As a consequence, dissenting voices or challenging thinking will be squeezed out.

So how can you avoid Groupthink if you are facilitating a workshop? How can you ensure that individual voices and challenging ideas are seen and heard?

Here are a few suggestions.

1 set and Enforce Ground rules

Establish guidelines that promote open communication, constructive feedback, and respect for differing opinions. Emphasise the importance of listening actively and considering all perspectives before making decisions. Get everyone to sign up for this way of working.

If you’re the facilitator, ensure you model and encourage this behaviour. If you see people transgress - reinforce them.

2 invite diverse, outsider perspectives

Invite people who can offer fresh perspectives and challenge the group's assumptions. These could be outsiders with specific expertise or creative skills. Outsiders can disrupt groupthink by offering new ideas and viewpoints that may not have been considered before.

Give them a platform for airing alternative perspectives or sharing fresh insights.

3 encourage and reward independent thinking

Encourage participants to think independently and avoid automatically conforming to the group's consensus. You can do this by setting up exercises and tasks that force this to happen. For example, encourage working groups to focus on the flaws in their ideas or promote the opposite perspective.

Make sure everyone participates - not just the vocal or experienced people. Encourage everyone to voice their opinions even if they differ from the majority. Manage disagreements openly and fairly. Emphasise that changing your mind is not a sign of weakness.

4 Use anonymous feedback

Often in workshops, people are asked to vote for their favourite ideas. This usually involves allocating stickers to ideas captured on flipcharts. What frequently happens is that whoever goes first, sets the tone and everyone else falls into line.

Try to avoid this. Provide opportunities for participants to share their opinions anonymously. For example, get people to write down their top 3 ideas and give them to the facilitator who then shares the results. Or, use polling software where people vote individually and anonymously. For example, Slido.

This can help shy or dissenting voices feel more comfortable expressing their views. You’ll also get a ‘clean’ read of individual opinions that aren’t tainted by others.

5 rotate teams

If people work in the same teams all the time, everyone in that team will tend to share the same point of view. To avoid this, change up the teams regularly. Make them bigger, make them smaller. Mix and match people. This allows different voices to be heard. It prevents a single opinion from dominating. It also creates fresh energy and greater cross-fertilisation of ideas.

6 Promote critical thinking

Trusting your gut feeling is important. But allow space for critical thinking. Encourage participants to question assumptions, challenge ideas, and explore alternative solutions. Make sure opinions are backed by evidence. Seek out flaws in arguments. Facilitate discussions that consider multiple viewpoints before reaching a consensus.

Summary

Of course, getting to a consensus is important in workshops and ensuring common ground amongst the participants. However, beware of Groupthink. Be careful of jumping to conclusions without ensuring every voice is heard. Consider a range of alternatives.

Establishing the ground rules upfront is key. Create an environment where people feel confident enough to challenge Groupthink without fear of recrimination. Encourage participants to be critical thinkers. To be willing to change opinions or be open to new ideas.

Do this and the workshop will continue to be a useful forum for generating fresh ideas.

Making the Most of 'In Real Life' Workshops

Nowadays, online workshops have become the norm. So there has to be a great reason to bring people together for a real-life event. Expectations will be high. It has to be worth it. What you don’t want people to say afterwards is: ‘we could have done this online’.

So, how do you ensure that real-life workshops feel special? How can you ensure they’re worth the time, effort and money? Here are a few suggestions.

1 Address your toughest challenges

You have the opportunity to make real-life sessions longer than online workshops. Therefore, focus on the biggest, thorniest topics. Day-day business can be handled via online meetings

For example, developing your brand strategy. In real-life sessions you can spend good chunks of time getting into the detail. You can debate, take a break and then re-look at where you’ve got to. You can sense whether you’ve made a breakthrough or reached a consensus via the body language and energy in the room.

Innovation sessions often work best in real life. There’s more opportunity for spontaneity and for sparking off each other. You can scribble, sketch and share. You can speed up, you can slow down. You can use the physical space to create more freely and move around. You can use a range of materials to bring your ideas to life.

2 Ensure there’s lots of social time

It’s much rarer to meet face-to-face in this new hybrid world of work. So make the most of the time you have together. Make sure there’s a good amount of social time. People love the opportunity to catch up, gossip or get to know each other better.

This usually revolves around food and drinks. Breakfast is good and it gets people to the workshop early. Arrange post-workshop drinks. Try and find a nice local bar. Alternatively, go for a walk, or do an activity together.

3 Use lots of stimulus

Fill the room with products. Of course, your own, but also your competitors. Bring other objects that will inspire you. For example, interesting packaging, cool new brands, and adverts. Fill the walls with stuff to look at. Whatever’s relevant to the topic you’re exploring. We can’t create ideas in a vacuum, we need something to spark off.

This is what online workshops can’t give you. The opportunity to see, touch, smell and taste something interesting.

4 Move people around

Sitting in the same place with the same people is draining. Therefore, allow attendees to mix with everyone. This can happen during social time of course, but also during the workshop. Re-form the teams regularly. Encourage as much cross-fertilisation as possible. It also creates energy and makes the workshop feel more dynamic.

5 Maximise the location

Make the most of the facilities available. If it’s a big room, use the entire space. This may involve moving the furniture or playing with the layout but don’t stay stuck in the same area. If there’s a nice garden or a terrace, go outside. Maybe you could work outside, weather permitting.

If you’re in an interesting location, make sure you get the chance to visit the neighbourhood. Try and use it as part of the workshop experience. For example, visit local stores or talk to people on the street. Look out for a nice spot nearby for post-workshop drinks.

6 Exciting Food and Drink Choices

Don’t underestimate the power of great food, drink and snacks. Everyone is a foodie nowadays, so make an effort with the catering. Make sure there’s enough choice for people with special dietary requirements. Food is also a great opportunity to bond.

Have fun snacks available all day to help maintain energy. And of course, ensure chocolate is on hand as special treats and prizes.

Summary

In contrast to the pre-Covid period, people look forward to real-life workshops. As they’re rarer they need to feel more like an event. Think carefully about how you make it extra-special. Go the extra mile.

Use your valuable time together to address tough, strategic challenges. Ensure everyone gets to know each other better. Make it feel 3-D by using lots of stimulus and of course, make an effort with the food and drinks. For some people, this is what defines a successful real-life workshop. As a facilitator bring all your energy. Build in social time. make sure you use the venue to its max and explore the neighbourhood.

Online workshops have their place. But nothing can beat the buzz and excitement of a real-life workshop. Make the most of them.

Remember to Look Up

This week, I’ve been reflecting on the film ‘The September Issue’ made in 2009. A behind-the-scenes documentary on Vogue magazine and how the edition is pulled together. Anna Wintour is central to the film, but the star of the show is the creative director Grace Coddington.

I remember a scene where she was in a taxi looking out the window and said.

"Always keep your eyes open. Keep watching. Because whatever you see can inspire you."

I often think about what she said.

I hate to think how many hours we spend looking at our phones every day. Our heads stuck in an online world, oblivious to what’s happening around us. It’s addictive and the people who run social media platforms are paid to keep you hooked. While on our phones we miss so much of what’s around us.

I’m as guilty as anybody. I’ve therefore given myself a challenge.

Remember to Look Up

This means putting your phone down and consciously looking around you. Here are some examples.

When Travelling

This is particularly satisfying in airports and on buses. At airports, I love watching people walk through the arrivals door. Families, holidaymakers, business travellers from all over the world. Their outfits are always interesting. I wonder where they’ve come from and where they’re heading. I love watching the reunions. People waiting to meet them are often holding cards and gifts. There are often big hugs, passionate kissing and inevitably tears. I speculate on what their stories are.

Buses are fun too. The top deck of a bus in particular gives you a fresh perspective. You’re looking down. You travel through different neighbourhoods. There’s always something to see on top of a bus shelter. There are all kinds of people hopping on and hopping off.

Even sitting on a tube is interesting. I’m particularly fond of looking at people’s footwear. Trainers or shoes? Polished or scuffed? You can tell a lot about people by looking at their shoes.

When Walking

I often walk with headphones, listening to podcasts, lost in this world. Lately, I’ve started to leave them behind, particularly as the days are lengthening. In my neighbourhood, I’m noticing new things, by consciously looking around me. I read inscriptions on walls. I visit churchyards. I notice how the architecture changes. This is where looking up comes into its own.

Using All My Senses

I don’t just look, I listen. What sounds can I hear? What can I smell? How does it change throughout the day? This is particularly noticeable when I’m in a new part of the world. Everything is different to what I’m used to.

Last year I went to several cities in the USA and was often overwhelmed by all that was around me. Sometimes I would stop, pause and look around. I wanted to take everything in.

Making Connections

Whilst looking up, I reflect on what’s around me. For example, I try to understand why and when newer houses in our neighbourhood were built. What became apparent was that pockets of new houses were the result of bombing from World War 2.

When I visit different cities I try to understand their history and background. It makes the experience so much richer. It’s even more enriching if you stop and talk to people.

Summary

There’s a wonderful Eurostar advert from a few years back called ‘A Travel State of Mind’. It outlines how we should see the world when we travel. The fifth piece of advice is…yes, remember to look up. This has always stuck with me. It’s easy to get distracted by your phone. Try to avoid it. As Grace Coddington said, keep your eyes open. There’s inspiration everywhere. The most interesting parts of life are right in front of us. Remember to look up.

When is Hiring a Coach a Bad Idea?

In a previous post, I explored how a coach could help you. However, a coach isn’t right for everyone. I wouldn’t recommend hiring a coach under the following scenarios.

1 You don’t believe you need any help

Sometimes, people are offered coaching support by their organisation. However, you may feel happy with your progress or feel you’ve already got a good support system. A coach’s role is to, listen, ask questions and offer ways forward. If you're not open to receiving further help or already feel in control, working with a coach may not be useful.

2 You’re not prepared to put the work in

Like everything else in life, the more effort you put into coaching, the more you'll get out of it. All of us are busy. But if you regularly cancel sessions or don't pay attention during the session then you won't benefit. Plus, there's often work that needs to be done between sessions. It's like doing your homework or revising. If you're unwilling to put in the time, then you won't succeed.

3 You don’t trust the coach

A great coaching relationship is based on trust. A coach should have a clear code of ethics and respect the confidentiality of the coachee. They should be trained professionals with the knowledge and expertise to support you. There needs to be rapport. A coachee needs to feel that the coach is a credible partner and be willing to discuss their real issues. If the coachee puts up barriers or is not completely honest, the work will not be as beneficial as it could be.

4 You expect the coach to have all the answers

A coach's job is to help you find answers to your problems and encourage you to make the changes you want. While you can ask for the coach's advice and input, it’s up to you to find the answers yourself. If you expect the coach to tell you what to do or make decisions on your behalf, then it’s not a true coaching relationship. The coachee must take on this responsibility.

Summary

Coaching can be a valuable tool for personal and professional development, but the circumstances have to be right. It’s quite a commitment, so you have to feel ready for it. If you feel happy and in control of your life, then you won’t see the full benefit. You need to recognise that you have room for growth and that external support can help you. Choose your coach carefully as trust is essential. You need to believe that the coach has the expertise to help you. At the same time, understand that the answers, ultimately will come from within you.

How Could a Coach Help You?

If you’ve never had a coach or are thinking of getting one, how could they benefit you? Here’s what works for me.

1 To act as an accountability partner

When you set yourself a goal or promise to do something, it’s good to check in with someone. You don’t want to feel like a failure. If you know you have to report back to your coach you’re more likely to do it.

If progress isn’t what you hoped for, your coach can help you understand why. Equally, if do achieve what you set out to do, your coach can offer you further encouragement. You can then reset and update your goals. For this to work well, you need regular check-ins.

2 To help find answers to the questions that are troubling you

Simply talking to a coach can help you surface some of the questions that keep nagging at you. These questions may appear trivial at first but could mask deeper and more significant issues. Through attentive listening and digging further, a coach can help you understand what’s troubling you.

A good coach helps you see more clearly. They can help you work out ways forward. They can help you make the right decisions.

3 To provide an independent point of view

When you ask for direction from people who are close to you, their perspective may not be entirely impartial. A coach has no vested interest. They only want the best for you. They have no skin in the game.

For example, if you’re looking to change careers, your current boss may not want you to leave your current role as it could cause disruption. If you speak to close friends about moving location, they may hate the idea that it could upset your relationship. Their advice may not always be impartial.

4 To spot inconsistencies

Over time, a good coach can spot patterns and point out contradictions. They may observe sudden changes in your point of view. They may be able to spot gaps between what you say and how you behave. They should then have the insight to point these out to you and help you explore them. Even if you’re unaware of them.

5 To provide you with support and inspiration

Sometimes a coach can pick you up when you’re down and help you through a tough time. They can boost your confidence. They can help you overcome imposter syndrome. They can help you see your strengths and achievements when you can’t always see them.

If the coach is someone you truly admire, they can act as a role model for you to follow and imitate. They can be a source of inspiration and encourage you to achieve more.

Summary

Coaching can help you in lots of ways. In good times and when you need specific help. Remember, hiring one is quite a commitment. Good coaches aren’t cheap and it may take you several sessions before you see the benefit. Do your research. Ask for recommendations. Have some initial ‘chemistry’ sessions, to explore which coach is best for you. All high-performing individuals work with coaches. Why not you?

2024 Will Be The Year of Fun

Is it too late to make a prediction for the year? Probably, but I’ll do it anyway. In the world of business and marketing, 2024 will be all about humour and having a laugh. It will be the year of fun. I’ve seen anecdotal evidence of this. I’ve noticed that people re-branding their businesses have used playful cartoons. Or have incorporated amusing copy. Here’s an example. There were lots of funny ads during this year’s Superbowl. Celebrities were not taking themselves too seriously. The Beckhams. Ben Affleck. And in my favourite ad - Arnie and Danny.

So why is this?

1 Funny Ads Are More Effective

Studies have pointed out that people love amusing advertising. Plus they work. They help build positive brand associations and grow the business. The agency System 1, has been arguing the case for some time. Click here and the marketing world seems to be cottoning on. Studies by the IPA and agencies like Kantar also make the case for more humour in communication.

Humour helps you stand out. The eatbigfish podcast ‘Let’s Make This More Interesting’ highlights that dull advertising is costly. One surefire strategy is to be funny.

2 Purpose Fatigue

In recent times, creating ‘brands with purpose’ was all the rage. Now this interest has waned. We’ve realised that not all brands need a purpose. Often, the result was worthy but dull campaigns. Or else attempts to shoehorn ‘purpose’ into every brand positioning.

Influential marketing thinkers, such as Mark Ritson, have pushed back. Unilever used to be advocates of purpose-driven brands. Not anymore. Indeed, the recent Hellmann’s Superbowl ad featured a talking cat.

3 We Need Levity in Our Lives

Covid is over but times are tough. The world is uncertain. All the news is bad news. War, climate change, the economy. It’s relentless. We need to escape from this and business has a part to play.

It’s not just in advertising. Post Covid, there’s been a return to ‘in real life’ workshops and events. Whilst we’re all familiar with remote working and online tools, people love meeting up. And part of the brief is always, let’s find time to have fun together.

Summary

So, I predict that 2024 will be the year of fun, at least in the world of business.

Expect to see more humourous advertising in 2024. We enjoy them and they’re effective. Lots of brand re-launches will be wackier. Expect to see more Liquid Deaths. There will be much less emphasis on brand purpose. We’ll have more IRL workshops with more social time. Even Zoom sessions will be lighter and jokier. Could the boozy lunch make a comeback?

Maybe this is wishful thinking. We shall see.

Are We Too Fixated on Failure?

It seems that everywhere I look on social media, there’s a post saying that it’s good to fail, keep failing, don’t fear failure, etc. I’m wondering whether this focus on the merits of failure has gone too far. Whether our fixation on failure is a good thing.

Elizabeth Day is the champion of failure. I’m a big fan. I enjoy her podcast ‘How to Fail’. I’ve bought her book ‘Failosophy’. I follow her on Instagram.

Thanks to her work, I understand why embracing failure can help us grow and succeed.

a)      It teaches you resilience: you have to bounce back and overcome your failures.

b)      We learn and grow. It’s argued that you learn more from failure than you do from success.

c) It teaches us humility. It keeps our ego grounded.

All of which are good things. However, the reality is:

a)      Failure is excruciating. It can be painful, humiliating, and costly.

b)      It can destroy our self-confidence. It can stop us from pursuing our goals.

c)      It can become a habit. It’s easy to go on a losing streak and to feel that your whole life is one big failure.

I’m not particularly competitive, but I hate failing. If I’m pitching for a piece of work, I want to win it. If I host a party, I want it to be the best party ever. If I’m delivering a presentation, I want the audience to love it.

Just as failure can be a habit, winning can be a habit. Success breeds success. Your confidence grows, and you get braver, bolder, and more audacious. Jurgen Klopp and Pep Guardiola don’t believe in failure. Liverpool and Man City fans fully expect their team to win every time they perform. As do the players.

Of course, failure happens to all of us and we all need to deal with it. But don’t make failure the goal. Don’t put it on a pedestal. Don’t make it an aspiration. All of which I fear some of these ‘failure features’ imply. Failure is inevitable at some points, but success is much, much better.

Instead, I’d suggest you try and adopt the benefits of failure, without seeking to fail. For example.

1 Stay Humble

If you are winning or successful, don’t let it get to your head. It’ll come back to bite you. Feel happy, but stay grounded. What’s the old Kipling quote? Something about treating success and failure as the same thing? Remember what the Stoics taught us - ego is the enemy.

2 Keep Learning

Retain the mindset of a student. Even if you’re successful, keep reading, be open to new ideas, and stay curious. Take lessons from success. Continue to seek fresh perspectives. Don’t wait for failure to force you to learn new things.

3 Push Yourself

If you are winning or successful, never rest on your laurels. Look for the next challenge. Develop better habits. Re-invent yourself if necessary. Again, don’t wait for failure to force you to do this.

Summary

Whilst learning to deal with failure is a good thing, don’t get too fixated on it. Don’t act as though failure itself is something to aspire to. Focus on winning instead. Success is much better.

The only caveat is that you mustn’t let success go your head. Enjoy it, but don’t let success lead you to arrogance or complacency. Don’t wait for failure to force you to learn and grow. Stay grounded, keep learning, and continue to push yourself.

Four Thousand Weeks by Oliver Burkeman. My Key Take-outs

I’ve recently finished the book ‘Four Thousand Weeks’ by Oliver Burkeman, which describes itself as ‘Time Management for Mortals’. I found it enjoyable and thought-provoking.

Rather than quickly moving on to the next book, I thought I’d stop, reflect, and capture my key take-outs.

Here they are.

1 Our Lives Are Remarkably Short

Assuming we live to 80, it only lasts 4,000 weeks - hence the title of the book. And you only get one shot at it. This is quite a sobering thought. It doesn’t sound very long, does it? But this should be a liberating thought. It should encourage us all to make the most of our short time. He calls it ‘embracing your finitude’.

2 We Can’t Master Time

We’re inundated with tools and techniques to improve our productivity. He concludes that none of them work and that we should abandon our futile attempts to master time. Phew! The more efficient we become, the more work we generate. We never feel in control. We can never clear the decks. We never feel we have enough time, despite all the time-saving devices at our disposal. There’s always more we could be doing. Of course, we should do our best to become more efficient. But we should accept we’re never going to succeed in mastering time. We shouldn’t feel like we’re failing.

3 Distraction is the Big Enemy

What blocks our attempts to optimize our time is distraction. We get bored easily. We find it hard to focus on one thing. We find it hard to give anything our full attention. We blame technology and social media for this. There’s lots of advice to help us manage our relationship with technology. This usually involves tactics around disconnection.

But it goes beyond this. We were distracted before smartphones were invented. There’s something within us that wants to be distracted. Being alert to distractions helps us survive. It’s something we’ll always struggle with.

4 Don’t Chase the Future

Time managers try to map out their lives in detail and make grandiose plans. This can lead to stress or anxiety as nothing turns out quite as you expect. We can’t predict how everything will turn out. Events out of our control often scupper our intentions.

He therefore warns against obsessive planning. Indeed, when we look back on our lives, we’ll note many of the events that have shaped us have been the result of chance.

Micro-planning can lead to too much deferred gratification. We put things off, rather than enjoying the here and now. Remember the old saying - life’s not a dress rehearsal. Also, we risk losing the joy of spontaneity. Indeed he talks about the pleasure we gain from impulsive, generous gestures.

5 Learn to Enjoy Doing Nothing

There’s a risk that we become obsessed with the idea of ‘using time well’. Life becomes something we need to fill up, to maximize. Even when we’re not working. Instead, he advises us to rediscover rest. To learn to truly relax. To take place more pleasure in ‘wasting time’. Whatever that might be. Going for a walk. Playing with a train set. (A favourite pastime of Rod Stewart). Don’t feel guilty about it. Don’t see leisure as a means of being more productive. Enjoy leisure for its own sake.

6 Embrace Your Limitations

You can’t do everything. He advises us to accept what we can and can’t do. Plan this. He calls this ‘strategic underachievement’. Be consciously unbalanced. Make choices that will enlarge you. Even if at first they feel uncomfortable or challenged. Choose to not do things that diminish you. Things that make you unhappy, that cause anxiety.

7 Take Pleasure in the Mundane

This is all about seeing joy in the simplicity of everyday life. Noticing and appreciating the beauty and meaning behind what we take for granted. This could be about feeling grateful for small things such as a delicious cup of coffee or a walk in nature. Viewing regular events such as a meal with your family as significant. Be present and engaged in everyday tasks. Make the most of them.

8 Be More Patient

Modern living has led to more impatience. We hate waiting. This could be when we’re driving, awaiting a pizza delivery, or expecting a web page to load. People complain that they have no time to read nowadays. People complain they have no time to do anything.

He suggests we fight this. True fulfillment takes time. Be it relationships or new ventures. Too often, he argues we ‘jump off the bus’ too early. Instead, make incremental progress. Get better at finishing stuff, at completing. Before we get bored and move on to the next thing. Accept that things take time.

9 Embrace Your Irrelevance

We often put ourselves under pressure to ‘make our mark’ in the world, and achieve greatness. The reality is that we’re not that special. Humanity is 6,000 years old. There are 8 billion people in the world. Very few of us get to change the world. Relax. Don’t set yourself ambitions that are too grandiose. Aim for what he calls a ‘modestly meaningful life’. Otherwise, you risk disappointment.

10 Community is as Important as Individual Freedom

We’re often urged to take individual control of our lives, to go our own way, to not be answerable to others. But there’s a downside - loneliness.

It’s often more uplifting to be ‘in sync’ with others. For example, being part of a choir, with a crowd supporting your sports team, or simply hanging out with your neighbours. In short, being part of a community. Don’t neglect this dimension of what you do with your time.

Summary

‘Four Thousand Weeks’ is a book that challenged my long-held beliefs and made me reflect. The tone is light and not preachy and if you decide to read it, I don’t think it will be a waste of your time.

It’s also a book that’s changed my beliefs and behaviours. I was fascinated by efficiency and optimising my ‘valuable’ time. Now, I recognise that this is a pointless pursuit. I’m also a bit looser and less focused on planning the future in great detail. Random events will always scupper them. I do my best to feel grateful for what I have and take pleasure in the everyday. I’m lucky to be here.

My life is full of mundane activities and I’m learning to love them. Even David Beckham in his Netflix documentary loved cleaning his kitchen. Maybe I should follow his example.

My Favourite Italian Brands

This is a highly personal list. It’s not based on impact, scale, uniqueness or anything like that. It’s just a list of Italian brands that I love. Brands that sum up what my homeland means to me. So, in no particular order, here goes.

1 Barilla

I feel disloyal saying this, given that I spent several years of my life as the Buitoni brand manager. Sadly, Buitoni is no longer with us nowadays - despite my best efforts. Instead, I’ve always got a pack of Barilla in my cupboard. More specifically, Barilla Spaghetti No.5. For me it has the perfect width and texture for spaghetti. This doesn’t mean I’m entirely loyal to Barilla. As all students of Ehrenburg Bass understand, as a heavy pasta user, I buy all kinds of brands. I’m still searching for the perfect rigatoni - La Molisano does a great one. And I always love interesting soup pasta shapes - Da Cecco is always good.

2 Alessi

I’ve recently packed away my Alessi Christmas tree - I love it. Whenever I use my Alessi coffee maker, it brings a smile to my face. Alessi is a brand full of wit and style. I guess its most iconic piece is the lemon juicer designed by Philippe Starck. It’s an expensive brand, so I don’t possess many of their items. But when I feel the need to upgrade my cutlery, Alessi is the first place I’d look.

3 Bianchi

Now and again I think about buying a cool carbon bike. If I did buy one, it would have to be a Bianchi. I usually talk myself out of it, given the price and the fact that I already own about 6 bikes. Bianchi is all about the colour, what it calls Celeste. It looks so good. Bianchi has a great heritage. It was made famous by one of my cycling heroes, Fausto Coppi. France may have the greatest bike ride in the world, but Italy makes the coolest bike gear. Campagnola beats Shimano every time.

4 Peroni

For beer, it was a tough choice between Peroni and Moretti, but Peroni shades it. I love the Moretti guy with the moustache, but Peroni is a bit more stylish. Also one of my favourite restaurants in Rome - Pasquale Pulcini - has an old Peroni sign painted on it.

I’ve noticed in recent years that Italians are getting more and more into beer. The ‘craft beer’ section in Italian supermarkets seems to be growing and occasionally I go to Italian microbreweries such as this one. Another brand I’m starting to buy is Ichnusa from Sardinia, particularly the unfiltered version.

5 Benetton

Benetton was at its peak in the 80s and 90s, when ‘United Colours of Benetton’ was everywhere. I loved it then and I love it now. It feels that it’s past its prime, but whenever I go to Italy I call in on a Benetton and always find things I like. You don’t see many stores in the UK nowadays. I bought a lovely linen jacket last year. It reminds me a bit of Uniqlo, in that it’s mainstream yet stylish. Benetton still has its distinctive colour palette and wearing their clothes always makes me feel nostalgic.

6 Mutti

I’ve tried lots of tinned tomato brands, but I keep coming back to Mutti. Smooth, rich and delicious. It’s my go-to brand for pasta sauce and pizza topping. There’s always a stash in my cupboard. At a push, I’d buy Cirio if Mutti’s not available, but it’s never quite as good. I love their printed tins and often you see them on display in posh Italian delis.

7 Campari

There are lots of gin brands out there, but there’s only one Campari. It’s the irreplaceable heart of my favourite cocktail - the Negroni. I also love Campari and Soda. Whenever I make one, I’m immediately transported to sun Summer evenings in Italy. I quite like an Aperol spritz, but is still not as nice as a Campari spritz. Just perfect.

8 Lavazza

Whenever I use an Italian Moka Pot to make coffee, I usually use Lavazza. It’s finely ground with that distinctive bitter, espresso taste. Perfect to get you going in the morning. I love the way the smell fills up the kitchen when it’s ready. It reminds me of my childhood. I sometimes buy Illy, but it’s much more expensive. I guess it must be the lovely tin it comes in. I drink so much coffee that I panic a bit when my stocks are getting low.

Summary

I could go on, but I’ll stop there. I’ve not even mentioned Italian chocolate brands, the great Italian car brands, or the world of fashion. There are so many Italian brands that play an important part in our lives. These are my favourites. I’d love to hear yours.