I love sharing ideas with people that make a difference in their lives. I want to share ideas that not only inspire people, but help them create a measurable impact in the world. There are so many incredible products, services and people out there. However, too often their message fails to be heard. This is down to one thing, and one thing only: poor marketing.
I want to change this – because otherwise everyone loses.
I’ve always been fascinated by psychology and marketing. I spent my teenage years (and every year since) devouring any book I could find on personal development, business and the theory of engaging an audience.
Having read all these books and digested all these amazing theories, it shocked me to look around and see a world that wasn’t putting them into practice – it astonished me that, considering the wealth of knowledge about marketing that is out there, people were still not getting results.
In 2008 I was sitting on the tube in London reading Nudge by Thaler & Sunstein. As I was getting excited about the effects of social proofing and what a powerful tool it can be, I looked up and saw an ad on the panel above the seat opposite. It read: “80% of Londoners still aren’t recycling”. I was shocked – here I was reading about how powerful implied peer pressure is to changing behaviour, and the City of London was doing the exact opposite. You can just imagine the subconscious reaction: “80% of Londoners don’t recycle? Well then it hardly matters whether I do or not, there’s no point!” I couldn’t believe that anyone would consider wasting the vast sums of money that it costs to advertise on the tube, without investing just a bit of time to get the message right.
So when I set up a digital marketing agency, Fountain, in 2009, the most important thing for me was to put excellent theory into practice – to use the experience and knowledge of others to implement marketing that is based on evidence of what works, not some fluffy ideal.
Fountain has been able to expand and take market share due to to this no-fluff attitude. We start off my asking our clients ‘what success looks like’ and get them to be specific, i.e. ‘how many new customers do they want, and how much do they want to pay for them?’. Once we have the numbers, we can work backwards and create a strategy that fits in with their goals. We run tests to see if the strategy works, tweak parts that don’t, then scale up once it does.
Alongside my commitment to Fountain, I served as a local politician in Norwich from 2009 to 2013, winning my seat with 49.4% of the vote – taking it from another party. Once again, the importance of conveying a message in an effective way was at the forefront of my work, just in a very different arena. Representing 11,500 local residents, I was one of the youngest Councillors serving on Norfolk County Council at the time and served as Deputy Leader and Leader of my political group.
Since late 2009, I have regularly attended Norwich Speakers Club: The local arm of Toastmasters International. The group has given me a safe and supportive environment in which to develop my public speaking skills. I served as both President and Vice President of the club and have won multiple local and regional awards for my speaking.
Beyond my role as Fountain’s Creative Director, one of the best parts of my job is delivering training. I have worked with a broad range of companies to train business owners, marketing managers and other staff in all aspects of digital marketing. In all of my training courses, my primary aim is for the participants to leave with something concrete – like an active campaign or a strategy that they have already started implementing. I also follow up the courses with mentoring sessions, to ensure that the learning is embedded and acted upon.
I hope you enjoy browsing my site. If you want to see me in action, I recommend checking our some of my videos – and if you would like to find out more about booking me as a speaker at your event, please don’t hesitate to get in touch.