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But what is a story if you start with the finale? All great literature follows an arc. There's tension and resolution. Character development. Perhaps a little jeopardy. Subplots that weave in and out until the threads converge. So if you reveal the plot twist on page one, what's the incentive to keep reading? Yet many brand events do exactly this – leading with the punchline, launching with the climax, instead of letting audiences follow the threads and discover it themselves

The No.1 thing I’ve learned so far is that yes - as female entrepreneurs we have less access to the money flowing around the economy (for a multitude of reasons that don’t need explaining). But the one thing we can control is that we need to actually ask for it. Following the eye-opening-ly brilliant  FFinc  kick off event hosted by  Tamara Gillan  featuring some mind-bending stats from  Sam Cooper-Gray , I've now also completed a couple of masterclasses. One from  Karen Rudi

Woman-down, but still a business to run… I woke up yesterday morning feeling like a 10 tonne weight - body, brain, will were not playing ball. With three meetings in the diary before noon, the half term juggle involving a trip to Life-sized Monolopy and none of my usual home comforts (sub-par Airbnb), it was the trifecta of “I don’t want to be an adult today”. So I didn’t. I sent a few ‘reschedule’, ‘hold the fort’ and ‘back online tomorrow 🤞🏻’ messages and crawled under a

Post Cannes Lions this year there was a wave of “is it worth it” posts, asking if the festival was delivering enough for the 💰  So Cannes was front of mind when I chatted to  Cat Kevern ⚡️  about what my goals would be as we work together to lift our market presence, tell the world what we do, and challenge brands to help them make more noise, in the all the right ways. Flicking through our scrapbook of stories, there was a time - a couple of sun-kissed years ago - when we b

People often say I was brave to jump off the corporate ladder, but I honestly didn't feel like I had a choice. Wind back to 2006 (ish). I'm working long hours as an account director for a marketing agency. We're successful. I even have a company car. But something is missing and I don't know what. I take some holiday to visit a friend in Dahab. From Dahab she's heading off to Tignes to do a ski season, she suggests, "why don't you come?". I text a bunch of mates - I think I'm