The Collective

Redefining the definition of success to fit your own narrative and values and discovering that with bold risk there can also be great rewards, great innovation and a hell of a lot of fun.

Oftentimes, the best ideas bubble to the surface at the most unexpected times. In preparation for delivering a workshop in London in April last year, I undertook a routine, deep analysis of the client's advocacy program.

I walked into an all-day meeting back in February and on one of the tables I saw a piece of notebook paper with my name and a heart written on it. To the side of the paper was a Starbuck tea (I abhor coffee) and bottle of water.

Wanted: An eager, happy customer who is ready, willing and able to go on a mutually beneficial journey with one of their favourite companies.

The thought leader. The maverick. The trailblazer. It occurred to me a few years ago that being an early adopter or someone who is pushing the boundaries can be a lonely and sometimes perilous position.

It’s a question that comes up frequently in conversations with clients. And, unfortunately, it’s not an easy one to answer.

Hugging your haters isn’t just a nice-to-have aspect of the modern brand. Hugging your haters is what you should be doing if you want your business to succeed.

Give and take. You scratch my back, I’ll scratch yours. Mutual benefits. A win-win for all.

Do you like free stuff? Of course you do. Do you sometimes do things you wouldn’t have on your own for a giveaway? Sure you do.