Interviewing Paul Berney, our mobile advocate
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What’s your golden rule?
If people don’t understand what your product, service, solution or argument is, start by assuming that you have got the communication wrong and not that they are stupid! This has forced me over the years to continually update propositions, presentations and documents until my audience at least understood the point I was try to make. Agreeing with it is a different matter.
Who has been your biggest influence?
No one person or thing. I am somewhat of a magpie, stealing the best of everything I have seen from multiple sources. If you forced me though I would give the answer ‘my wife Rachel’.
What is your most hated business expression?
“We need better marketing” as I think it betrays an understanding of what marketing is about and reduces it to a set of functions.
What’s the smartest business idea you’ve ever had?
The one in my head today or at least I hope so. I am not much of a one for revelling in the past.
Which leader do you admire most and why?
Sir Alex Ferguson. A commitment to excellence, a willingness to continually change and re-invent and a stunning record of success.
What’s your favourite word?
Serendipity! But United comes a close second.
Tell us a secret
I occasionally take business calls while out riding my bike and then just pretend I am somewhere windy (sorry if I’ve done it to you!)
Posted: May 7th, 2010 | Author: elen.lewis | Filed under: Digital, Mobile, Q+A | Tags: interviews, marketing, marketing society advocate, Mobile, paul berney | Leave a Comment »
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