Do you understand the message you’re giving to your customers? It seems that many companies don’t, reckons renowned brand and design guru Ray Stenning. “It’s not just what you say, but how you say it.” In conversation with Leon Daniels they talk about how public transport’s solution to any problem is to “post a notice.”

The “art of communication is a two-way process” says Ray, and explains how to turn hard messages into welcoming ones.

“I sometimes refer to our profession as being magicians and people distrust magicians; they don’t like the dark arts,” he explains as he talks about the difficulty of culture change within transport companies, before they move on to talk about why the ‘joy of journeys’ is so important.

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