Get your base right

Youtube Clip - The Axis of Awesome

Here is a brilliant segment by the comedy band, the “Axis of Awesome” (caution – a few swear words). These guys show us that a number of hit songs have the exact same chord progression. This isn’t a new discovery, anyone learning to play the guitar could probably have told you that quite a few songs have a similar chord sequence.

I think there is a very interesting learning to be extracted from this and it is not a lecture on the perils of plagiarism.

All of these songs have a distinctive melody and lyrics which is overlayed onto the foundation of the chord progression and “sits” well there. The melody and lyrics have added a subtle difference which makes the final song unique and enjoyable to a particular group of people.

In your business, do you have a clearly identifiable foundation that underpins everything you do for all customers? This is part of your business that you have to get right. This is your core value proposition.

On top of that foundation, you are able to differentiate your customer base to offer your customers targeted, tailor-made solutions which enhance the value provided by your foundation.

Get the foundation right first, then sort out your bells and whistles.

I think it would be more appropriate if the box bore a large red label : "Warning lark's vomit"

If you don't recognise the line above, it comes from a Monty Python skit - a chocolate maker is being investigated for including peculiar ingredients in the chocolates. When asked why customers are not made more aware of these offensive ingredients, the answer is clear : "Our sales would plummet"


Have you ever looked at the ingredients list on the back of products you get from the supermarket? I think you should and I think you should know what you are looking for.


Most consumers are quite capable of discerning high fat, salt or sugar content. What I would like to draw your attention to is those innocuous looking numbers - E160b, E214 or E507 for example. This is where a little more education would go a long way to help consumers understand whether they are eating (or feeding their children) something which is regularly an allergen, causes hyperactivity in children or is something completely harmless.


Please do yourself and your family a favour :

1. Watch Jamie Oliver's TED Talk on Food Education
2. Read this article about how improved eating led to improved educational results
3. Do some research on E-Numbers, find out what you are eating
4. Download an application to your mobile phone so you can check in the shop before you buy (like this)
5. Don't eat things that are not food (like E-numbers and lark's vomit).

Be smart. Be healthy. Be smart.