Put yourself in a prospective customer’s shoes. You are about to make a purchase – but from whom?
How will you choose your product and your vendor?
What are the factors that you will take into account?
Of those factors, which one will influence you more than any other? Why?
Sometimes, the results are unexpected. Last weekend we decided [...]

Once upon a time, when I was 19 years old and working as a technical advisor for the food company Rank Hovis McDougall, I spent a few days staying with my father in Newcastle. The weather was miserable, the nights drew in early and I was on my own. On the Friday night, I decided [...]