THINKING & PERSPECTIVES
Insights
I write about how businesses and organisations present themselves, find opportunities and build working relationships. Drawing on my experience in business leadership, creative strategy and commercial work, I explore questions I encounter, ideas that interest me and what they might mean in practice.
Why No One Will Remember Your Place
Beautiful photographs and a compelling owner’s story do not necessarily explain why a guest should choose your place. I explore how lodges, hotels and guesthouses can make their value clearer, and why the answer sometimes lies in the offer itself rather than in more marketing.