HOW CHANGE WORKS đź§
Join purpose-driven founders, marketers and changemakers learning how to use storytelling and behavioural insights to spark change in business, the world, and themselves. 5 minutes, every week.
Screw this...
Subscribe | Connect Every now and then, I find something I obsess over. I'll go around telling everyone who'll listen about it.Don't be fooled. The bar is high.It's gotta be radically perspective-changing. Often, it's music or a film or a book.This time it's a podcast. In my increasingly busy life, I've really leaned into listening to audiobooks. I love how I can "read" while walking the dog or walking into town. I literally remember things I've listened to by physical location. Like, there's...
“I might have to cancel your booking…”
Subscribe | Connect This morning, I cried while hearing these words: “To my customers: I am sorry, but I think I might have to cancel the work that you had booked in. Because I’m heading for Parliament” They are the words Hannah Spencer shared as she became the first ever Green Party MP in the North of England. A huge shift in the political landscape. She’s also the first ever Green candidate to win a parliamentary by-election. And won a staggering 40.7% of votes, as much as 12 points ahead...
Sometimes the worst move is the obvious one
Subscribe | Connect Imagine this… You’ve just joined a team as a sustainability lead with the mandate to start making the business more sustainable. You are brimming with ideas: swap the fleet for EVs, install automated low-flow taps, switch energy providers, use recycled paper, stop buying biros. You can’t wait to begin, so where do you start? The stationary cupboard. You open the door, and it’s a graveyard of single-use plastic. Biros, plastic folders, bubble wrap, sticky tape, letter...
You don’t have a storytelling problem
Subscribe | Connect Credit: Helen Rowan Last night, I gave a talk about Brand Storytelling for Good. It was a charming evening with 30-odd local business owners and brand leaders in the room. From photographers to yoga teachers to placemakers. My intention was simple: light a spark for interesting conversations.And, on hearing some of the chatter after my talk, I think I succeeded. One person grabbed me afterwards and asked a question: "How do I tell my story?" I’ve lost count of how many...
How to craft a message that matters
Subscribe | Connect Hi, it's Kevin. And I'm back! I decided to take some time off at the end of last year due to illness and a few projects that took up a big chunk of my time. That time off extended into the festive break, and now I'm refreshed and super psyched to be back. In the meantime, our small community has grown by 8%, which is super exciting. But there's also been a hell of a lot change in the world. Davos. Venezuela. The world’s first officially recognised climate refugees. The...
Want better ideas? Invite the wrong people
Subscribe | Connect Hello, Sorry for the radio silence last week. I was planning to send my newsletter on Thursday/Friday last week to share some insights from Blue Earth Summit. But I was having too good a time connecting with generous humans doing meaningful work. I figured you'd forgive me. It was great to see so many of you there: Abby, Ben, Jonny, Bonnie, Adam, Jordan, Charles, Ritchie, and so many more. Today's newsletter is inspired by an experience at Blue Earth... so let's get to it....
You can’t change culture if you’re quiet
Subscribe | Connect Imagine this: You’re hovering over the “Post” button. You've written something thoughtful and honest. You're talking passionately about something you care about. You have bared your soul: warts and all. It's a little controversial, but no worse than some of the other rubbish out there. But you hesitate... What if it rubs people the wrong way?What if it gets misread?What if there's kickback? You delete the draft.Urgh. Silence is not a strategy Now, I'm sure you have written...
What happens when you reclaim the rules?
Subscribe | Connect Walk through almost any British housing estate and you’ll find “No Ball Games” signs bolted to walls. I’ve seen them in London, in Bristol, in Manchester. For decades, these signs have told a story: safety over spontaneity, order over play, seen not heard. Quietly rewriting how children grow up. It's all very Dickensian. But earlier this year, London Sport and Saatchi & Saatchi launched a campaign that flipped that story on its head. It started with a simple question: How...
What happens when you hijack Apple’s campaign?
Subscribe | Connect © Apple Apple’s 'Shot on iPhone' campaign is one of the most recognisable ones out there. Let's be honest, it’s genius. Each time I see the adverts on the underground, on a billboard or bus, I wish I had come up with that idea. It's the epitome of show, don’t tell. Slick. Simple. Aspirational. Genius. It turns everyday photos into status symbols. Each time subtly nudging you to upgrade to the latest iPhone. But it also fuels consumerism and unnecessary upgrades. I don't...
The uncomfortable genius of a flag
Subscribe | Connect Image: Jason Roberts /Manchester Evening News A flag went up in the park across the street a couple of weeks ago. At first, my wife and I weren’t sure why. Was it for the women’s rugby? A football match? Deep down, we suspected something darker. A neighbour soon confirmed what I feared. People were putting up flags to “claim our country back.” In this email, I've tried to veer away from the politics and towards the insights. It's been a hard one to write, but it's an...
Join purpose-driven founders, marketers and changemakers learning how to use storytelling and behavioural insights to spark change in business, the world, and themselves. 5 minutes, every week.