by Ben Afia | Sep 14, 2018 | articles, behaviour
“I’m just ringing to check that you’ve got enough resource to deliver systematically.” I overheard this on the train. So did most of the carriage. Deliver systematically? Wouldn’t ‘have you got enough people to do the job’ do? If we want business to sound more human...
by Ben Afia | Aug 24, 2018 | articles, brand strategy
Yesterday I asked Facebook whether my move from iPhone to Android today would be a disaster or heaven, given I’m a Mac user. A healthy debate ensued, encouraging lovers and haters on both sides. And that’s what brands should do – inspire fanatics and...
by Ben Afia | Aug 10, 2018 | articles, tone of voice
Sometimes it’s easy to forget that customers aren’t numbers, they’re people: people with friends they talk to when they’ve been badly treated. High leakage rate? A couple of weeks ago we were talking to a business that needs to fix its leaks. They had a high leakage...
by Ben Afia | Jul 6, 2018 | brand strategy, white papers
We help companies to be more human. So we’ve recently turned to the writings of psychologist Carl R Rogers to help us think about just what this means. Carl had seven different stages of becoming more human, based on his therapeutic experience. We’ve used these to...
by Ben Afia | Jun 1, 2018 | articles, tone of voice
‘I can resist everything except temptation…’ Oscar Wilde knew a thing or two about quips; plenty of his appear in the Oxford Dictionary of Humorous Quotations. It’s no wonder he’s the most cited wit – he was a true genius of language who knew exactly...
