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The thoughts and philosophies that drive Plain Advice
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“IT IS IMPOSSIBLE NOT TO COMMUNICATE”
Chris BellPlain Advice
KNOW YOUR CUSTOMERS
Technician
Manager
C?O
3 months to a year
Up to 1 month
3 to 5 years
Conditions
Costs
Customers
is the company’s sweet spot, the sell-to point, where the money is…
TALK TO YOUR CUSTOMERS
Technician
Manager
C?O
is the company’s sweet spot, the sell-to point, where the money is…
At last, somebody who understands exactly what we want. I’ll go tell someone else about this. It’s great!
COMMUNICATING WITH CUSTOMERS
VISUAL IDENTITY
is
• Immediate•Reassuring
BEAUTIFUL BUT STATIC
VERBAL IDENTITY
is
•Flexible•Evolving
OUR PLAN
WORKSHOP
What makes you Unique?
WRITING
Most of which ends up in the bin
The good bits are the bits we show you.
Then we agree which bits are in fact good.
OUR WRITING PRINCIPLES1. Never use a metaphor, simile, or other figure of speech
which you are used to seeing in print.2. Never use a long word where a short one will do.3. If it is possible to cut a word out, always cut it out.4. Never use the passive where you can use the active.5. Never use a foreign phrase, a scientific word, or a jargon
word if you can think of an everyday English equivalent.6. Break any of these rules sooner than say anything outright
barbarous.
Taken from Politics and the English Language by George Orwell
SATISFIED CUSTOMERS
WILDPACKETS
The issue
The resolution
Engineering-led companyFixated on product performance and usability
Created stories around “Continuity, Convergence and Compliance”
AVAYA
The issue
The resolution
Used to selling IP telephony based on cost savingsNo understanding of new product sets
Created stories entitled “You’re too Slow” that were easy to follow and tell-on
BRIGHT IDEAS