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Steve JobsHere’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. Theyre not fond of rules. And they have no respect for the status quo.

You can quote them, disagree with them, glorify or vilify them. About the only thing you cant do is ignore them. Because they change things. They push the human race forward.

And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”

Steve Jobs

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Foreword from the Editor

Without further ado let’s start out with how we mean to go on…

Out of the boxAmerican astronauts upon first going into space soon discovered that their pens didn’t work in zero gravity. So NASA embarked upon a program to invent a writing instrument that would work in outer space… After spending millions of dollars and burning thousands of man-hours on research and engineering, they finally developed a “pump pen” that could write anything, anywhere, at any angle.

Meanwhile, in the secret laboratories behind the Iron Curtain, Soviet Union scientists casually took note of the researches of their American counterparts. They spent almost no time and no money solving this problematic dilemma. They already had the answer, their cosmonauts used…pencils.

From David Abingdon’s book: ‘Out Of The Box Marketing’

I think the above just about says it all in respect of my philosophy on business, marketing and consulting…

Business (and indeed life) is a series of problems and challenges. Each problem, in itself, is a test and that is because how we respond to the problem will decide what happens next. Problems and how we deal them, define where our business is today, and where it goes. Workable, pragmatic and innovative solutions will ultimately lead to success or failure.

There is always an answer to every problem, regardless of its complexity. Problems demand solutions. Just like in the example above, solutions are available that cut through the minutia, are inexpensive and yet, on the face of it, almost obvious. The difficulty for many people is that they can’t see the wood for the trees. They can’t see answers because they are so immersed in the problem and the every day issues of their business. Objectivity and clarity is difficult and pessimism can creep in when things get tough. They feel that the World is against them.

And yet, there is always an answer. The light really is at the end of the tunnel because there is always, always a way. In the words of Sir Winston Churchill, ‘Never, ever, ever, ever give in’. There are answers to your business problems too…

David Abingdon

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