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There is so much excitement out there from so many of the businesses I have been fortunate enough to work with this past month or so. The common denominator is without doubt the attitude, demeanour and determination of the lady or the guy at the top. Without exception.

With one group we were looking at the need for new, contemporary marketing strategies, no matter what business you run. It was agreed that change to market places, customer needs and competitor activity is so fast that the Board have to really embrace the trends. In fact the Managing Director of a garden centre and nursery said “We have to look at external factors first – the political, the regulatory, the economic, the social, the technological, the legislative and the environmental.�

He went on that “We must look at our business from the outside in, rather than from the inside out, before putting our 2010 marketing spend into the breach. That is how we will maximise value.�

Another who runs an award winning brewery said that “For us it is all about a living, dynamic brand that people can and want to believe in.� And yet a third owner said that she and her team are re writing their business model to make it fit for purpose in 2010. So I go into work and my staff may look at me and wonder whether they will have a job next week? after Christmas? next summer? And in tough times it is my job to believe in the answer. “Emphatically yes, there may be even more jobs by then.�

Everything we do and everything we say, every day, matters.