This is one of my favourite quotes to use when designing and delivering training. I have a great image I use with it, with (for those of you who can remember Tony Hart) two 'Morph' like creatures, one a cave man with a wheel & the other a modern day man. What sort of conversation do we think these guys would have? I for one think it would be absolutely fascinating.

The quote comes from Ashleigh Brilliant (yes that is his real name) who always challenges & entertains me with his "Brilliant Thoughts" of 17 words or less.

I was thinking of these words this week & wishing for Ashleigh's witty brevity as I finally faced up to the challenge I have been ducking for the last few weeks; writing the copy for my new website.

How can I put across my vision for my business in a way that visitors will relate to & understand? How can I get inside their minds? How can I avoid waffle & jargon to leave people wanting to know more?

We have all been there haven't we? When we know exactly what we want to say; we have clarity in our mind & yet we cannot phrase it quite right.

I talk to delegates about the radio stations playing in people's minds. We want people tunes into TIF-FM (This is Fantastic for me) but most of us are quite content to listen to ILDI-MW (I Like Doing it My Way). To move listeners along the dial, you have to compete with stations such as MMFG-AM (Make me Feel Good About Myself) & WII-FM (What's in it for me?)

To encapsulate what I stand for I need to understand not my own wishes & priorities but what it is that other people need from me. I am reminded of the work of Aristotle who, over 2000 years ago, said that in order to persuade other people you need to focus on Empathy & Sincerity. In other words, before someone listens to the logic of what I am saying they will ask themselves the following:

• Does this person understand my needs & what is important to me?
• Is this the right person to trust?

So here I am a few days later, I have written what I hope are the right words, but it would be great if any of you would volunteer to read the test site & share your views with me. Because in the words of the late, great Steve Jobs, "I really want to put a ding in the universe" but only you guys can tell me how I am doing.

Have a fabulous week everybody.