I’ve been doing pretty much the same thing for work and business for 35 years – can’t believe it’s that long – and that is: writing.
I’ve always enjoyed writing, and I still do, but there are some aspects of work that don’t excite me so much. For example, in my corporate days, I was only too keen to take the opportunities I was given to experiment with computers. In several jobs in the 1980s, my bosses knew what they wanted me to make the computers do, but didn’t have a clue as to how they worked. I had to figure out hardware and software, often because the IT support departments still operated with the mindset of computers being for technical people. They were horrified that users were taking more control and knew more about desktop publishing, graphics and digital communications than they did. I would stay late in the office figuring out how things worked and thoroughly enjoyed it. However, these days I would rather walk on the beach as I have come to realise that every software package you learn becomes obsolete and that you have to learn a new one after 18 months or so.
This and the fact that marketing and PR are seen very much as a young person’s industry led me to realise that we – my brother who is my business partner – must differentiate ourselves from those in their 20 or 30s or even younger.
And so we have decided to embrace our age as an asset that differentiates us. We thought about a brand that would sum this up – it’s difficult finding words and names that have not already snapped up – and we hit upon: unfashionable.
We’ve never followed fashion for its own sake and always tried to see humour in our business, so we’re very comfortable with this.
Will it work? I think there are times when you have to try new approaches and so we will see.
Are you trying anything new or making changes?