The Secret Within the John Lewis Advert

With much expectation and trepidation, the long-awaited 2018 advert from John Lewis arrived on our prime time TV screens. General disappointment was the reaction. What had Elton John got to do with John Lewis? A little bit like an old-fashioned 90’s advert where brands pal up with a big celebrity, old hat; boo, hiss John Lewis. However, few people, even myself saw their strategy, until a few days’ later a commercial for a John Lewis product was accompanied by a hit from Elton John. Then another product commercial escorted by…

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I’m sorry to announce…

This little tip will help you when having to give bad news. A team leader to his staff member about their holiday request, the sales team with another delay in the CRM system implementation, the customer whose mortgage has been rejected, a surveyor detailing the pitfalls of the property. All you need to do is use the term because. Let me share two examples On Sunday evening our plane was taxing out of Heathrow Terminal 5 on route to Tehran. Settled in my comfortable seat awaiting supper, the Captain announced…

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