Got briefed by account managers. Took notes. Asked questions. Took more notes. Went back to desk.

How can I encourage school IT managers to try this great new product? Where is the best place to talk to them?

What can I say that they haven’t heard before?


My daughter learned the word last week.

She’s only just turned two, but she’s very clever, and ‘boobies’ is quickly becoming embarrassing in public places.

Now, as much as I’d like to claim credit for teaching her ‘boobies’, I can’t. Truth is, we don’t know where she’s picked it up. We can only assume it’s come from the child-minder’s slightly older children.

Anyway, she says it. Lots. She points at my other half’s chest and says, “look, big boobies”. She points at my chest and says, “look, little boobies”. She crouches down, pulls her top over her knees (to create two large lumps) and says, “look, my boobies”.

She says it in front of the in-laws. She says it in the supermarket. She says it at playgroup.



School IT managers.

They’re already bombarded by emails, so I need to shock them out of their indifference.

I’ll mail them a video card that teases the product benefits. I’ll drive them to a registration page to sign up for a free product trial.

That’s it!

I’ll make them sit up and take notice, just like everyone does when my daughter comes out with the b-word.

See, what many non-creatives don’t understand is that sometimes you have to switch off to switch on: stare out of a window; talk about your weekend; tell a funny story.

Let the subconscious do the work – it’s how the best ideas come about.

Get distracted. Boobies.