John Simmons

John Simmons is a writer and co-founder of the writers’ organisation 26. John has written many books on creative writing for business (yes, it is possible). The most recent is Room 121, cowritten with Jamie Jauncey, another contributor to 26 Treasures. Before that were We, Me, Them & It, The Invisible Grail, Dark Angels and 26 Ways of Looking at a BlackBerry. The Dark Angels Writing courses – run with Stuart Delves and Jamie Jauncey – have become legendary.

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For Starbucks, the equivalent of Nike’s “Authentic athletic performance” became “Rewarding everyday moments
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As Scott Bedbury put it: “Consciously or not, we seek experiences that make us think, that make us feel, that help us grow, and that enrich our lives in some way.”
marilyukhar citeretfor 2 år siden
1. Start with your own people: they are the real link to consumers. Exceed the expectations of your people and you will automatically exceed those of your customers.
2. Have strong values that you stick to and know yourself by. Then take decisions according to these values.
3. Ensure there is no gap between your brand values and your actions. Change your actions to fit your values, not the other way round.
4. Keep things fresh by reinventing, but never tamper with the core of what you do.
5. Reach out to communities, making emotional connections between the people who work for you and the places where they work.
6. Remember that every detail matters
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