“We are ‘word’ people – all of us think and speak and even dream in full sentences. Personally, I find it difficult to text because I can’t bring myself to leave out the punctuation or misspell the words. ” I just love that, and so relate to it.

When dealing with senior Execs, I do find that words can help at the outset. It’s all about capturing hearts and minds – by portraying a story (or painting a picture) of what good looks like, and scaring them a little about the status quo. And then the numbers come in, to really gain their buy-in and to secure funding: win rates, risk, cost of sale.