by Sunil Bali, 22-07-12

It’s been estimated that the average person in the Western world sees or hears over 100,000 words a day. In an age where we’re continually bombarded by sales and marketing messages, we crave personal experiences which touch and move us.

Business as usual doesn’t work because attention is scarce. In an age of excess supply normality is the route to nowhere. It has to be business as unusual. And the best way to be competitive is not compete, but play a different game and run your own race.

This is what Cadburys did with their Gorilla advert (video)

What the Gallaher group did with their Hamlet advert (video)

And what Guinness did with their Dancing man advert (video)

As Professors Ridderstrale and Nordstrom of the Stocholm School of Economics said, "We need to have sense-ational business strategies which stir the senses and the soul. Today there exist economies of soul."

Steve Jobs did it with Apple. Sir James Dyson has done it with his vacuum cleaners. Harley Davidson have done it with their motorbikes and Simon Woodroffe has done it with Yo Sushi. Yo Sushi isn’t selling cold, dead fish. It’s selling an experience.

There’s money in emotion. Competing at the level of feelings, emotion and imagination produces profit.

So when you go fishing for trust and customers, how about using your heart as bait and not your brain.


You know childhood is over when a puddle seems like an obstacle instead of an opportunity – Anon

If the doors of perception were cleansed, everything would appear to man as it is: infinite – William Blake

Many things will catch your eye, but few with catch your heart. Pursue these – Anon

Life is a grindstone; whether it grinds you down or polishes you up depends on what you’re made of – Jacob M. Braude


Two donkeys, a goat, a cat and a dog…..

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To your success,