Six steps to prepare for the recovery

By Guy Corbet, Fourteen Forty

GCSurvival has been the name of the game, but it is not an end game.

For many firms, the main focus so far has been to batten down the hatches in the face of rising uncertainty.

It is time to start rebuilding.  Gradually, the economy will start to splutter back into life.  We will be at the foot of a tall mountain.

How should the value of a business be measured?

By Guy Corbet, Fourteen Forty

Individual and group staff portraits at Fourteen Forty in Whitehall Gardens and in their offices at 8 Northumberland Avenue, 18th November 2017

Photography by Fergus Burnett

Accreditation required with all use - 'fergusburnett.comJust when you think there isn’t room in the world for another business index, the very smart people at communications agency Portland have created the Total Value Index. 

It compares the contribution that individual British businesses (and sectors) make to our world, based on their simple proposition that “value = profit + purpose”.

The Grenfell inquiry illustrates the need for an Apology Act

Is it possible that Dany Cotton, the head of the London Fire Brigade, is so conceited and heartless that she really would do nothing differently if Grenfell played out again?

I don’t know, but I doubt it.  It’s hard to believe that anyone could willingly be so crass.

Boeing tried to win the wrong argument

This blog is based on a short quote which the Financial Times was kind enough to include in “Boeing criticised for not acting faster“.

Boeing appeared to be trying to win the wrong argument.

Having watched the dominoes fall around the world, as successive countries decided to ground the Boeing 737 Max, the US finally followed suit.  Two crashes months apart were enough.

Do brands really need a “social purpose” to do good?

By Guy Corbet, Fourteen Forty 

fourteenfortypp-020.jpg

The researchers at professional services firm EY reveal four fifths (82%) of us believe a brand’s values must include a clear purpose. This purpose is critical in deciding whether or not we will buy from them.

Saying sorry can be a good business decision

By Guy Corbet

A poorly handled first response makes a crisis even worse

Guy Corbet

The Apology Clause campaign has been set up to make it easier for businesses to behave with compassion when things go wrong, and to help victims have better recoveries. 

That is because too often, when it feels like a business should say sorry, it does not.  This may be to a customer who has been let down, or someone who might have had a right to expect better than they received.

Sorry needn’t be the hardest word to say

Together with a couple of others, I have recently launched a campaign called Apology Clause, which we have conceived, created and will run on a pro bono basis.

The campaign aims to make it easier for businesses to behave with compassion when things go wrong, and thus for victims to have better recoveries.

Communications measurement should look forward, not back

Communications measurement should help inform future activity, not simply count what has happened in the past.

That was one of the conclusions from the Measurement Practice’s recent podcast that I took part in.