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expensive seats. Not only that, they’re charging it each way. More Deutsche’s predictions bearing fruit, so they stop going five miles deep for
impressive still, in their wisdom, they have decided that to confirm a the stuff. Still, it’s a nice thought that one of the biggest variables for
particular seat on a long-haul flight should cost twice as much as on a business planning will eventually be a plus not a minus. It should also be
short-haul flight. Why? The ‘work’ involved is identical. Imagine if BT’s good news for the supply and price of polyester.
standing charges were twice as much “because you phone long distance a
lot”. It is nothing short of opportunism and they are clearly doing it because
other airlines do. This wide-eyed idealist thinks that, instead of trying to Do you want to know a secret?
gouge more revenue out of the customers they’ve got, they should be Actually, The Secret, a book by Rhonda Byrne. She argues that you can
boasting that they don’t charge such extras and so pick up more customers. achieve anything by imagining it. While I’m all in favour of a positive
mindset, especially when selling, this takes the principle too far. More
importantly, if people take this sort of thing seriously and apply it to their
Show and tell working life disappointment, not to mention disastrous results, is the
The story of Lauren Luke is uplifting. A self-styled “ordinary lass” from predictable outcome. Apparently quite a number of young educated people
South Shields, she is rapidly becoming world famous (and rich) thanks to have bought the idea. “I don’t need talent, skills, training, preparation, hard
her online makeup tutorials. Some 56 million visits to her YouTube posting work or determination, I’m imagining myself successful.” See? Baloney. Can
tell their own story. But there’s a broader message: women, especially we therefore have a review of the power of positive thinking? It’s one of
young women, really trust her brand because they’ve seen live on screen the ingredients of success, but not a substitute for the boring hard graft.
what she achieves. There is a basic truth that people are loyal to those who Most of the elements of the credit crunch – sub-prime lending, bankers
teach them something they value. They also appreciate someone who tells it buying securitised debt instruments they didn’t understand, giving said
like it is, which is the Luke style. There could well be a sales route in this for instruments a AAA rating, 125% mortgages – can be attributed to
printwear. Men in particular and women to some extent are often not good overdoing the positive thinking. By contrast, Liverpool Football Club, when
at colour co-ordination. Show clients the infinite possibilities and you get in their pomp, used to start a season aiming for 40 points, the tally that
them interested and loyal to you as supplier – they perceive a USP they avoids relegation. Nothing positive about that, but check out the trophies.
can’t get elsewhere. You might even end up world famous, like Lauren. When we climb out of the recession we will need more Liverpool thinking
and less of the imagination.
Oil’s well
Sheikh Yamani, former head of OPEC is famous for two things: having that The World Cup
humorous name and saying, in relation to the Oil Age, that the Stone Age It has been estimated that as many as 120 Premier League players could be
didn’t end because we ran out of stones. Deutsche Bank appears to agree involved in the finals in South Africa, assuming no big surprises in the play-
with him. The crystal ball gazers in Frankfurt are saying that electric cars are offs. There’s a fair amount of bragging rights in this and that’s the stuff of
set to have an impact on the demand for oil. However, don’t get too selling printwear. There are plenty of Scots, Welsh and Northern Irish fans of
excited. The price will, they say, go back up above $150pb by 2016 and Premier League clubs and this would give them some involvement. Sorry,
some reduction in capacity will kick in if and when oil companies find was I rubbing it in?
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