by Sunil Bali, 23-02-14

There are an infinite number of books telling you who you have to be, in order to successfully sell your products and services. They’re wrong. You just have to be YOU.

There are 5 reasons people don’t buy. The first four are easy to deal with.

  1. No want
  2. No need
  3. No money
  4. No hurry

The 5th reason is the most difficult to contend with. That 5th reason is no trust.

You can only build trust by being yourself.

You win people over by consistently sharing your values, your beliefs, and your stories.

When it comes to building trust "If you show me yours, I’ll show you mine" works.

Wearing a mask on the other hand wears you out. Faking it is fatiguing. The most exhausting activity is pretending to be who you know you’re not.

When you choose you, there’s a good chance that others will choose you.

Being personal is far more important than being perfect.

Many leading brands are now being human and telling it how it really is.

Domino’s is allowing customers to post their unvarnished reviews – warts and all – on a Times Square billboard:

Car insurer Aviva is doing the same on its website.

The following brands make a virtue out of being transparent, and highlighting a possible weakness:

  • We’re No. 2, but we try harder. (When you’re not no. 1 you have to) – Avis
  • Listerine: The taste you hate twice a day
  • Reassuringly expensive – Stella Artois

It’s not about B2B, or B2C anymore, it’s about H2H: Human to Human.

Fashions may come and go, but the one thing that will never go out of fashion is being human.

The word at London Fashion Week is that blue is the new black this year.

I beg to differ: Human is the new black.


I grew up in a rough part to town.

The local yobs used to cover me in chocolate and cream then put a cherry on my head.

Life was tough in the gateau.