My teenage daughters are staying over this week. Millie, the eldest, is a vergetarian. So, I’ve been planning veggie meals and have discovered Quorn. Cottage Pie tonight….

What’s this got to do with anything?

There’s an advert on TV at the moment that’s been in my head for a month or so (Shock horror, TV ads may still work). It sells Quorn for what it is. Not a food for vegetarians, but a food for the family. See it here…

Imagine the size and variation of the new market.

Take Parker Pens. By realising that they are not selling pens, they are selling gifts, they redefined and clarified their market.

I’ve used a phrase twice in meetings this week… I’m not selling websites, I’m selling sales leads.