Gareth Kay is one of the smartest planners I know. He has given me some sage advice in the short time that I have known him. Pay attention to the 300 seconds that he speaks for. Basically, change behavior and you change perception. Advertising does not always sometimes can work. Do more than say. Your customers will appreciate you for it.

What to read or watch next

• My trip to San Fran was amazing. Thanks for asking.
• Going back to Cali – San Fran to be exact @4As
• SPUR by Red Scout – Ep3: Are planners just glorified researchers?

Tagged 4as, gareth kay, goodby, transformation 2010