Yesterday, I had a delightful conversation with Olly Hiscocks from OLLYS for

We ran slightly over 30 mins - yup, time flies when you’re knee deep in chinwag!

ON THE MENU:

1. HOW TO SELL YOUR STORY AS A BRAND, HOW OLLY GOT HIS OLIVES INTO SAINSBURYS

2.  HOW TO STAND OUT VS. BIG CORPORATES WITH BIG BUDGETS.

3.  HOW TO POLITELY HARRAS/PATIENTLY PERSIST WITH BUYERS - (DON’T SEND: “CAN I HAVE A MEETING EMAILS”)

4.  HOW TO USE N.P.D TO STAY RELEVANT - FOCUSING ON CORE VS. PUSHING NEW LINES

5.  WHEN IT GOES WRONG WITH BUYERS - CLANGERS’ R’ US.

6.  HOW TO COMBINE STORY AND DATA TO DELIVER A SHOW-STOPPING PITCH

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Alastair is the ex Marketing Director of Invesco and FTSE International.

Today, he is the founder of Linguabrand, which work with ADIDAS, Cadburys NZ, Johnson & Johnson and Beam Suntory.

They use Artificial Intelligence and Psychology to listen intently to consumers, and the brands they could choose from, to:

ON THE MENU:

1. Understand WHY consumers pick up brands off supermarket shelves

2. Learn THREE types of language to communicate EFFECTIVELY with consumers.

3. Understand HOW brands must position themselves in crowded markets to INCREASE SALES.

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A couple of weeks ago, I recommend a book by David Gluckman called "That Sh*t Will Never Sell"

It's fantastic.

David and I have talked in great depth about all things Food and Drink.

We decided to film one of our conversations to help other challenger brands.

There’s a lesson in execution here:

Did I have any idea what I was doing? Absolutely not.

Was the sound quality shoddy? YES.

Can I sit still? No.

Was I nervous? Yes.

Could it be improved? Absolutely.

If you've got an idea, execute IMMEDIATELY.

For too long, I was crippled by fear of failure and insecurity.

The faster you take action, the less breathing space you give fear to bubble up and slow you down.

The hardest thing with any idea is STARTING. Once you start you build momentum and can iterate, improve as you go.

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