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Tag Archives: Caring about what people care about

Top Tips for Carbon Dating & the life and times of a clean energy provider.

12 Monday Jan 2015

Posted by Thin Air Factory in Uncategorized

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Caring about what people care about, Clean Renewables, Coal, Dating, Double dating, Ethical Business, First Dates, Flings, Flirting, Gas, GE, Identity, Integrity, Jeremy Clarkson, Life Long Friendships, Long Term relationships, Love Ins, Nostalgia, Oil, Old Mates, One Night Stands, Sentimentality, Small Businesses, Sustainable Brands '14, Ties that Bind, word of mouth

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The populist conversation around creating a clean energy love in seems to be going nowhere about as fast as Jeremy Clarkson in an oil-burning, coal-fired, gas-expanded super-car through a village of impoverished 3rd Worlders living on scorched earth!

So anyone out there in the world trying start a conversation with the unenlightened everyday someone around the idea of embracing clean renewable energy can be in for a cold start.

So which reframe might help us get people to more easily consider moving from a short term promiscuous ‘lowest price who cares?’ transactional relationship to a long term committed ‘that price I care’ value based relationship.

Reason? Glamour? EQ? IQ? Finding the hook can be tricky. So lets try looking at the problem through the everyday human condition – one that everyone can relate to.

The first time you meet a dyed in the wool cheap coal and oil energy user with a shiny new clean energy package you could say it is a little like a First Date.

So lets start there.

As with all dates, especially first ones, you need to be clear about your objective going in, as this defines the rules of engagement.

Do you just want a few dates? Or would you like a long term relationship with them?

If its a just a few dates, some passion and then goodbye; go in fast and furious. Thick skinned. Impervious. Immutable.

If it’s the long term relationship you want. That’s a different thing entirely.

That demands a more intuitive approach. Sensitivity. Respect.. Awareness.

So, when approaching a traditional coal, oil or gas burning energy consumer for the first time, here are a few tips and watch-outs to help shape a better first impression and relationship.

First Dates

1. Don’t assume that turning up bright eyed and bushy tailed with a shiny new something will get you straight to First Base.

Appearing with a clean renewable energy package will NOT immediately have them springing to click on the ‘change of provider’ PDF.

Putting aside old familiar and trusted things – however toxic they may be in reason – is not a given. Sentimentality and attachment are very strong emotions in the human condition.

2. Don’t assume that Reason aces everything.

Not everyone sees things reasonably: usually they will be quite the opposite – viewing life through a very human and subjective eye.

So Pointing out the deepest most destructive failings and flaws of their current energy choice may not only make them highly defensive of the choice they have made but also of themselves for making it.

Example: When you first meet a very old and good friend of your new crush, only to find that they’re truly awful: some recidivist throw back to a 1970s British sitcom with all the chauvinist, misogynist, racist paraphernalia that goes with it; you can do one of two things:

Either call out their dreadful-ness as loudly as possible, pointing out and highlighting every flaw, to then flounce off muttering phrases such as ‘How can you put up with that &*$%”

Or you can sit back, observe the relationship; assess it: for the depth of its feeling, and the integrity of its bond. This allows you to decide whether the presence of the friend is immutable and in turn a corollary to as yet unseen things to come in your crush; traits or behaviours that you have simply not registered through your lusty mists.

3. Be prepared for Double Daters.

Most people are unlikely to put all of their energy eggs in one clean renewable basket straight away. They will probably switch backwards and forwards or leave the big stuff as it is and just flirt with a clean and serene energy lifestyle to warm themselves up and test the edges of it. In that way the average Jane and Joe is not dissimilar to the average energy monolith. Just like GEs diversified energy portfolio – which unsurprisingly contains the smoky old faithfuls.

4. Get someone to put in a good word for you.

With most successful dates, the battle is one before it is fought. Someone ‘bigging you up’ prior the actual meeting can work wonders.It is also a way of utilising the grapevine that will be buzzing whether you like it or not. The odd whisper and aside and some furious txt-ing and calling will have already happened on the side between the two parties friends and acquaintances way before you get to the bar/restaurant/club/room.

Small businesses are always looking for smart wins in the efficiency and economies department. And they have a far closer eye on the way the business runs itself and makes money. Target the Owner Managers businesses, deliver for them and they’ll be singing your praises in the pub in a flash in very everyday and human sized terms.

So lets have a run at that and see if it enlightens the moment and sets us up for success or failure. And if that doesn’t work we’re just going to keep trying others. because we need to. So all ideas gratefully received.

Answers on a postcard.

NOTE This blog was inspired by a chat at Sustainable Brands London’14 with some super bright clean energy people around the topic of rewriting the narrative of the whole carbon issue – which to be frank currently reads like a Wet Wednesday, when it should come across like a Sunny Saturday.

Tech, Social networks and & the rise of Inconvenient Desire

19 Sunday Oct 2014

Posted by Thin Air Factory in Uncategorized

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21st Century Consumer, Adaptive Governance, Apple, Caring about what people care about, Communications, Consumer Activist, desire, ecosystems, Foxconn, Human Rights, Identity, Incandescent Identity, Institutional Investors, Labour Conflicts, NPS, reputation Studies, resilience, social networks, Supply Chains, technology, Value Chains

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You’d be hard pushed to find a more powerful source of human incandescence than that of Desire.

Most humans once seized upon by a fierce Desire, (quenchable, drenchable or otherwise) would struggle to not glow like embers or light up like a Christmas Tree.

But equally, incandescence is a volatile and unstable thing in its base form. It is as likely to illuminate a life as it is to burn down a house, so must always be treated with the greatest caution and respect.

A powerful and singular Desire, initially so exquisitely turned out: seductive, rich, complex and compelling, can quickly lose its form, focus and potency, becoming fleeting, deceptive, destabilising, and in some ways almost manipulative – one moment all consuming, profound substantial and irresistible: a twisted echo or hollow memory the next, whispering in our ear.

It is one of the cruel polarities of life that Desire, especially when ignored, demeaned, spoiled or thwarted, can become a very destructive force –  one of the most turbulent, psyche-ripping, heart-trouncing, confidence-destroying, life-diminishing experiences in our human condition.

We do not take it well! And it makes us act in irrational, random and unexpected ways.

So Desire. Powerful, yes; BUT its got form. Tricky. Volatile. Fluid. Uncontrollable. Fragile.

A singular Desire is of course not the only model. Desire has many forms, natures and universes. Not all Desire is so singular, egocentric, unfettered and prone to flip-flopping and flailing all over the place, at the drop of a rather existential hat. Some Desires are quiet; considered; evolving over expansive periods of time and frames of context. Others are a dynamic shifting mass: loose ecosystems of smaller desires, likes, preferences, needs and wants; splintered, fractured, fractual. A brilliant constellation with fluid and adaptive qualities.

But for now let’s concentrate on one very particular nature of Desire and the context in which it exists: that of human consumption and the systems and organisations that meet its rapacious and accelerating demands.

Desire in its 20th Century Consumer form was well served by multiple businesses and the brands they created. Most importantly the Desire was one dimensional: of a linear and modal kind. A singular Desire, in the form of an unmet consumer demand for a particular product or service, was either revealed or identified through intuition, experience, market research or in the absence of anything else, confected out of thin air in a marketing consumer insight department and then seeded in the mind of the unsuspecting consumer.

Once identified, every atom of the business was put in service to meet the needs of that one Desire. The whole operational infrastructure and systemic nature and capability of the brand and business was set into motion to against it. The sentiment and sensibility of every other person in the chain other than that of the Consumer – the font of all revenue opportunity – was set aside, ignored, or suppressed; viewed as at best, secondary, or at worst, irrelevant.

The Desires (and disappointments) of any individual or group dwelling in the Supply Chain that provided the material, resource, operational systems and manufacturing tools were also secondary – and someone else’s problem.

The Value Chains that developed around the Supply Chain to extract clear measures of additional value in every link in the chain, were focused wholly on controlling and securing in absolute terms the direct cost of resources (human and material), the executive overhead, operational running costs, the logistics of distribution and the indirect fixed contracting of supplier partners, especially when operating across multiple sites and geographies across myriad countries and cultures.

The ability to secure the base cost of delivering increasing value in every link of the chain was the way by which a company both improved its productivity and profitability. And it did it by controlling everything. Even the desires and the voices of those that worked within it.

The insular unconnected and disparate nature of the old world was highly convenient for those who wished to quash any form of desire that might destabilise that link in the chain’s ability to deliver itself at a projected and secured cost amenable to the larger commercial target and deliverable margin.

The very fact that these various sites and sources of production were localised, isolated and unconnected to every other stakeholder in the chain by anything other than their place in that chain meant that the desires of the workforce and the local communities in which they lived could be considered incidental. They remained for the most part invisible, unheard and often unmet. It is fairly telling that the managerial department allocated solely to ensuring and upholding the wellbeing of people required to populate and sustain any Value Chain were identified as a Support Activity in Value Chain models.

But those Desires cannot be ignored anymore. In the 21st century, the consumer’s Desire is not the only one that must be respected, elevated and pored over.

Technology and the social networks have unchained the value chain, giving voice and a podium to every Desire of every person (or stakeholder if you prefer) along the chain, Supply, Value or Otherwise. And they cannot be simply ignored anymore.

Now, Desire has got a smart phone, 6 email accounts, a facebook page, a twitter, instagram and youtube account. And Desire is getting busy.

Desires, individual and collective, in every corner of the globe are now connected. They’ve got access. They’ve got volume. And they are using the social networks to act with fierce purpose against brands and businesses they feel demonstrate an arrogant lack of respect for the human rights and dignities of their customers, employees, suppliers or partners. Once fired up, these consumer activists will harry and pursue the perpetrators regardless of emollient PR releases and promises – as the likes of Apple and Foxconn found out in no uncertain terms. These massed, noisy and high profile actions are now proven to have a direct impact on the measures of integrity held in high esteem by brands and businesses – NPS, The Reputation Study – and more importantly by the investors who fund their ambitions.

So the volatility, flux and turbulence of kaleidoscopic Desire is now at work in the world along very link of the Chain. And they are testing the resilience of those chains, and buffeting the previously tightly controlled and secured value and margin each link in the chain delivers. Adaptive governance must now include the ability to absorb the turbulence these points of social flux and volatility present.

In this way, the 21st Century world of accessible, affordable tech and the social networks they fuel are giving rise to a new chain – the Desire Chain – a value chain populated by individuals with dreams, expectations and rights as important and potent and ultimately as capable of creating value and growth as the old singular desire of the Consumer in the 20th Century.

So here’s to brands embracing a new chain model – the Desire Chain – one that is made incandescent and more resilient by respecting and elevating the desires of every stakeholder in its chain, to mutual benefit and a more secure future for all.

Screen Shot 2014-10-18 at 22.25.15

The essay upon which this blog is based, ‘The Value Chained Unchained‘, explores the nature and impact of technology and the social networks on the old Value Chain models and sets out the need for a new model based upon ever-evolving highly adaptive points of Mutual Desire and Shared Resilience.

The Value Chain Unchained by J Borra is to be published by Shared Value Chain Consultancy as part of a compendium of essays on Sustainable Value Chains. Editor: Michael D’heur

www.sharedvaluechain.com

storytellers, trust & the power of simple sincerities.

02 Wednesday Apr 2014

Posted by Thin Air Factory in Uncategorized

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Caring about what people care about, changing the language of sustainability, Commercial & Civic Alignment, Copenhagen Film Company, Corporate Integrity, Credentials, Emotion vs. Reason, Intellect worn lightly, Mads Ovlisen, Maya Angelou, people Powered Change, Setting the Agenda, Stakeholder power, storytelling, Sustainability Pillars, Tone Of Voice, Trust. Sustainable Strategy, UNGC

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I watched a film today. A discrete film. An understated film. A short film.

No popcorn. No slash cut dash glut editing. No highly confected verite cutaways. No corporate schlock horror probe. No desperately arch atavistic activist paddling in their own propaganda.

The film, by the Copenhagen Film Company, focused all of its attention on one man.

The camera is unwavering. A set up shot. A few discernible cuts. One push in. Otherwise, clean, clinical and respectful of the subject.

Sitting in a sparse elevated office, we see incidentally through the window behind the subject that life relentlessly trammels on behind and below, regardless of us and our elevated conversations.

The man, Mads Ovlisen, a Senior Advisor at the United Nations Global Compact, speaks of running sustainable businesses. He speaks of the UNGC, committed to setting the agenda and aligning policy around sustainability issues – Energy, Water, Agriculture, Renewables, Food, Transportation, Building and Pharmaceuticals: most every pillar and issue one might ever imagine turning up on a company’s sustainability strategy slide.

He speaks of a discrete yet powerful stakeholder group who collectively make astonishing impacts in the world through their brands and businesses. He speaks of how much fortitude it takes to merge civil and corporate interests.

The man speaks of things that still fall far from the ears or the offices of the average Brand Jonny or Jane (and probably far from their frame of reference or, to be blunt, self interest). Though, to be fair, they would I hope understand the emotion that the film evoked in me.

Maya Angelou’s exposition on the transformative power of emotion versus reason – “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel”-  is a powerful philosophical sound bite for an ad man or woman looking to do more creative and insightful storytelling.

It is one I respect, as I do spend most of my time seeking to make very complex things simple through creative story telling.

But the storytelling here is not some confected theme or hashtag slogan mantra being played out. The storytelling here is in the nature of the Storyteller.

It is not the dry content of his words that I particularly remember: though there is one axial moment in his discourse that did fix itself in my memory.

“This is about how a company makes its money, not about how it spends it”

The scintillating simplicity of the statement enables one to view a company’s resilience strategy with a powerful philosophical clarity.

If a company finds that its focus resides in the first part of the phrase – the pursuit of a more sustainable business becomes seemingly infused with a richer seam of intentions – of purpose beyond profit, ethical perspectives and corporate morality – and it gives a clear measure of the degree of humanity that might be enshrined within that company.

If the focus is on the second part, then the company errs on the side of rational efficiencies and economies and smart procurement – potent and very very necessary but a far less compelling and more importantly far less desirable mantra in attracting the right people towards that company.

The reason why this subtle difference is or should be so important to companies is rooted in the part of their resilience strategy that demands best possible future talent be attracted in to the business.

I sense that the leadership and purpose at play in the first shading is vastly more attractive to Millennials than the second, which suddenly feels quite ’90s Business School in comparison.

Its not about which one is right or wrong. It is about which one is more powerful and compelling: and fit for the purpose. And though the ability to sustain itself financially is paramount and primary to any business’s success, its ability to relentlessly and profitably attract best in class new and enlightened talent has to be the only strategy for purposeful future growth and stability.

As I have said, for me, though powerful, it is not ultimately this axiom that made me ‘feel’ something to remember beyond the words. It was the man that I found more compelling. He was the story. The storyteller as the living embodiment of the story he tells.

It was not what he was saying so much as how he said it: his demeanour in the telling.

Simply put, his easy intelligence held lightly, the fixedness and the quiet purpose of his delivery were what drew me in. His eyes and his voice where in some ways hypnotic. A ruse perhaps the cynics might say. Or is he just another modulated technocrat? Maybe.

But the simple fact for me is that his demeanour, delivery and my sense of the integrity of his intention created license for me to find his arguments both authentic and trustworthy.

I would go and listen to him speak again. I WANT to find out more of what’s in his head and heart. And therein lies the emotional killer insight.

Why is this so compelling to me?

Having spent a large amount of time around the professional cabal of the sustainability world and the consultancies that advise them, I find the thing this man seemed to hold within him all too often surprisingly lacking in the room.

I realize now that the sustainability scene is populated with the same kind of politicking sociopaths and psychopaths as the financial and advertising worlds that the sustainability crowd so often deride. A realisation which to be fair simply throws a sharp light on my naivety.

The messianic fervor of righteousness is never far away. One need only scratch a little to find it. This should at best be a powerful driver towards a success. But all to often it can equally become blinded and corrupted by its own sense of righteousness and lose sight of all that it has consistently fought for

I said once that I was stunned by the amount of self interest I found in what is vaunted as a shared interest space. In the 3 years between that observation and today that feeling has only strengthened. (As someone who has spent near on 30 years in the Ad world that’s starting from a fairly low expectation base and heavily tinged with black, kettles and pots but bear with me.)

BUT the sudden clarity the film gave me around the simple human levers and pulleys: of a voice and eyes that I trust. And the sudden realization that when imparting a world view, it really does matter if the storyteller’s smile seems to barely penetrate past the retina, or simply fixes like a grimace slung under cold eyes. It really does matter whether I find the storyteller sympatico or antipatico because if I don’t trust the messenger or the storyteller, the message is utterly lost to me both rationally and more importantly emotionally.

Playing ones intellect and credentials before you into very carefully prepared rooms like a buttered juggernaut full of Bona Fides to ensure the room is won before it is entered takes us nowhere – other than to the next room.

Does that mean I think we should all grin like an idiot or play the touchy feely ‘down with the people’ card? Or not deploy fierce intellects when they are needed for fear of intellectual bullying?

Not at all. I would be the first to say that the way in which intellect is wielded, whether in arch seriousness or as playful banter is more a matter of style, circumstance and empathy than a measure of integrity.

I am the first to admit that my own flippancy and ‘lightness of touch’ brings the veracity of my deeper values and beliefs in this space into question amongst people who do not see levity as even faintly endearing.

I am certain it annoys the crap out of some of the more esteemed minds of the sector, especially if they feel people such as I are seeking only to trivialize their cause.

BUT I am on a populist agenda: I want us to find the language, the demeanour and the presence that makes more people turn towards us, listen and find what we impart desirable and accommodating of the real life they lead.

So for me there needs to be creative storytelling based upon what people care about to illuminate sustainability truths. And there needs to be humanity. But mostly there needs to be trust. Trust that is human and effortless; not something we demand via an attrition of rationality and polemics.

It’s a simple human mechanism: Do I trust the person imparting the ‘wisdom’ to me. Do they make me feel bad and stupid? Or good and smart? If its good and smart: Great. Thanks. Two of those please.

Who knows. Perhaps I am far too one dimensional for all of this and I miss the complexities and subtleties inherent in the thrust and parry of the polemicists.

All I do know is that the average man or woman trying to get to the end of the month and have a nice life without bankrupting themselves and the planet need some Trust in there to even begin to listen and change tack.

Degrees, conferences, credentialing, linked in profiles or executive steering committee positions are great to set the agenda but not to democratise it. They just don’t cut it with the 85+% of the people out there. That’s your dinner party conversation. Not their life.

So I return to the film. And the man who speaks discretely. Sets out his stall: his beliefs, and the benefits of what he does.

At the end of it he gets my vote. I’d put him in a pub with a load of people I was trying to bring round to the cause.

He might not be their cup of tea. They might even find him boring.

But I think they’d trust him.

The film can be found at http://thisistouch.com/this-is/the-news/

Storytelling, the Circular Economy & uncovering the marks of desirable identity

17 Monday Mar 2014

Posted by Thin Air Factory in Uncategorized

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Authenticity, back to the future brand strategies, Bottle Refunds, Caring about what people care about, Coca Cola, desire, Identity, Integrity, Management Consultancies, Second Hand Stuff. The Profile Bottle., Social Strategy, storytelling, The Circular Economy, The Happiness Factory

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A year of so ago someone at an unnamed Management Consultancy asked my opinion on why a very rigorous and robust case for a premium beer manufactured wholly on a circular economy model might fail to light a consumer’s fire.

All the ingredients for success were there. A more than decent liquid product with a little room for some tweaking. Simple reuse strategy of bottles, a clear distribution network to run a reverse logistics offering across; state of the art cleaning and preparation process of the used bottles; no loss or tainting of liquid content or loss of quality guaranteed.

Furthermore there had been clear segmentation to suggest that there was a well disposed audience waiting in the wings to consume an intelligent beverage as defined by an interest in purpose beers, smart production and the socialisation of exception and personal identity –  the fun stuff like mass customization of the beer brand experience as pioneered by social network fuelled personalized label offerings. “I liked the beer so much they put my name on it”

The ultimate kicker was the maths. Wholly sound. Geared to grow. Great figures. Nice curve. Everything was sweet.

EXCEPT.

Some lunatic had taken the idea into a consumer research space and asked the average beer drinker what they thought; with no thought given to the story of the product and how it tied into the identity of the drinker.

Doh!

I know little, and increasingly less – but the one thing I have realized as a beer drinker and a watcher of consumers for some time is that once the base line need and accessibility issues are overcome and the financial bridge crossed:

I’m thirsty. I need a lift. There’s a bar. I have a fiver.

The last thing is the ‘lip smack moment in the 10 seconds before the order. What label on that shelf or pump head with all of its reserves of delivery, friendliness, cache and identity will hit the spot?

The matters of identity become elevated to near religious proportions especially in the realm of lager lager lager and the race to the middle (or bottom as some would frame the quality of industrial scale lager production and the brands they deliver).

To walk into a room with a load of drinkers and simply take them through the rational functional concept of circulating glassware and refilling, all backed up by a zero water strategy delivered through off setting simply isn’t going to do it.

There is no desire in the spreadsheet and rationality of a production line; even a circular one – only in what it promises, transports or delivers.

I’m feeling the beer and drinking the beer before I’m thinking the beer.

If it was real ale that would be different. If it was micro-brewery panache that would be compulsory. But not in this instance.

All I could do was to respond to the consultant with the simple question: where’s the storytelling? Where’s the everyday human insightful ‘it’ that every stakeholder can seize upon and unify around? from the brewer employee, to the bottle blower, the water strategist, the production engineer, the hop grower, the distribution partners and most importantly the drinker

Where I asked does the storytelling that draws from the circular truth of the product meet the circulating needs of and storytelling of the drinker’s identity?

If I am to drink from a recycled and reused bottle what am I to think of the bottle I hold and the beer that it carries. It’s not a smart beer. I don’t want a smart beer. I want a beer that’s ‘me’. Or a beer that ticks the badge box of the Me I’d like to be; and goes down nicely on the way to the heart of my repertoire.

So we explored a little more the idea of recycled and reused bottles and the storytelling of a ‘goes around comes’ around world.

For me, the reused bottle is etched into my psyche via the memory of the Coca-Cola bottles I used to see racked up by the side of the bars on the continent (Italy France & Spain were my direct experiences).

Their surfaces mottled pitted and misted by thousands of the tiniest scuffs, scratches and scrapes, these bottles merrily wended their way back to the bottler to be washed and refilled and resold to me and the myriad millions of others who happily consumed from them again and again.

Those bottles with their multiple rewards experience – anticipation, grasp of the bottle, the glass to the lips, the taste, the finish and the return and rewards in the shape of a deposit refund pricing system. These were complete little eco systems of joy.

(I still believe to this day that the Happiness Factory traded touching millions of hearts for touching billions of lips in their transition away from glass to the can and PET or now PLA varieties of packaging. Nothing says summer in the heart like grasping the profile bottle. If Coca Cola ever wanted to take a trip back to the future, re engage in what made them great and differentiate themselves once more they could do worse than figure out the circular logistics and shift everything back to glass. Full Stop.)

I digress. So the marking of multiple life cycles like those on those bottles is a rich texture of story telling. And sets the bottles out as something with an innate integrity of multiple existences.

This is something that we already value as human beings. We consciously or subconsciously rate and measure people by the marks life leaves behind and the marks they choose to make on themselves. The marks they carry on the outside are testament to the lives they have lived and the richness of experience therefore that may reside on the inside.

A beer that travels in such a receptacle might be viewed as a richer brew much like the human being with the abstract unexplained scar, the post operative welt, the skateboard injury, the tattoo, the tribal motif.

SO if I were to have to go into a room tomorrow and set out the story telling of a beer founded on a goes around comes around circular production system I would probably tell it thus:

A real beer comes in a bottle that’s lived a little.

It starts to tell me a story into which I the drinker am to be inextricable woven.

But more importantly it compels you the brewer to create a better product: to fill that bottle with a liquid that is defining in some way – differentiated – not a homogenous wash but a picante brew. With some spice and edge. Disquieting and memorable – but ultimately that shines some light on a grey day.

The circular compound nature of the bottle that’s lived a little also compels you to write a more interesting social nature and behaviour into the fabric of it – and to build a ‘reward’ in at every round.

Perhaps there is a trademark mark that is applied every time it goes through. Perhaps there is a diary of life for the bottle – of the lips and lives it has touched.

Crass or unpleasant to some – but to those towards the edges, looking for something with more chutzpah; perhaps a more desirable story.

So scar my glass with a promise that reaches beyond peddling same old same old. Set the spirit and authentic product truth of the product at the heart of the story: a story that elevates the fundamental brilliance of a wholly circular concept in bottled beer.

Then I might be inclined to take up that beer and tattoo it on my heart.

For a while at least.

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