Nobody’s Perfect

As we tumble headlong towards the excitement and renewal that is 2012, I find myself questioning why humans seem to focus on making things perfect all the time.  As I was clearing out the shed this morning, desperately trying to get the new cycle covers to fit perfectly, I suddenly realised how much trouble we…

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It Pays To Niche!

Niching works.  In the last couple of years, I’ve spent over £1000 with a businessman I’d never dealt with before.  Why?  Because he’d positioned himself as an expert: “J.W. Rawlinson, Automobile Technician – Jaguar specialist” it said on the card his marketers stuck under my wiper. Normally, I just throw that sort of thing away,…

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