I’ve spent my career asking awkward questions.
Mostly about brands. Often about businesses. Always in pursuit of a better answer.
After 25+ years, you start to recognise patterns. You know when a positioning problem is really a proposition problem. When an architecture problem is organisational. And when another campaign isn’t going to fix something more fundamental.
Knowing which questions to ask and what really needs solving, is often where the value lies.
These days, that’s the bit of the job I enjoy most.
And then there’s Fairfax.
—
French bulldog. Office companion. Largely unqualified strategic adviser.
He’ll eat almost anything that comes within reach. Carrots are a particular favourite.
He remains, nevertheless, an important member of the team.