Race to zero project to help local businesses go green
FEATURERuthlessness: Business weakness or your secret weapon?
FOCUSHow Apple successfully rebranded to prevent failure
Celebrity endorsement can be good for brands but its a complicated relationship
Four ways businesses can adopt AI to connect successfully with Gen Z
New partnership gives businesses the confidence to reach Net Zero
FOCUSWhy your social media feels empty and how to revive it From 9-5 to CEO- Is it time to ditch your day job for entrepreneurship? Think
Theboomer generation hit theeconomic jackpot. Youngpeoplewill inherit their massivedebts
Young people in Britain could be forgiven for despairing at the financial pressures they face ? and feeling that previous generations enjoyed a much fairer economic environment Then just to add to their worries about home ownership and a precarious jobs market, along comes the gloomy announcement that the UK?s public debt is now 100% of GDP
That debt burden will have to be carried by tax-payers for decades to come. Paying the interest ? just the interest ? of the country?s debt currently accounts for around 73% of public spending That?s more than what is spent on defence (4.8%) or transport (3.8%).
And while some of what?s left will go to towards essential future public services, it will also go towards fixing problems caused by a historic lack of public investment (less money being spent by previous generations) in water, railways and other crucial infrastructure
In fact, in the 1980s much of that infrastructure was used by the UK government to help finance itself, with assets including British Gas sold off at a bargain price. Those baby boomers and older generations who could afford to buy shares often made a decent profit
There are other kinds of costs that today?s younger generations have had to bear too
Credit to source: Renaud Foucart Senior Lecturer in Economics, Lancaster University
During COVIDlockdowns, universities and schools were closed as the young were forced to stay at home, predominantly to protect the elderly. They have lost the freedom to live and work in the EU after 60% of retired people voted for Brexit, while most young people voted against Leaving Europe has also made the UKless well-off.
But not everyone is poorer In the last 20 years, the average income of pensioners has increased on average by more than 50%, while that of working-age adults has risen by less than 10% The median income of pensioner households is now higher after housing costs than that of households with children.
Most of the country?s wealth is now in the hands of older people In 2018, one in four people aged over 65 was living in a
household with a total wealth of over a £1 million pounds Poverty rates of pensioners are now lower than for the rest of the population.
Yet pensioners receive all sorts of unconditional discounts and benefits, such as free or discounted public transport. Their income is exempt from national insurance contributions, and there is a triple-lock on state pensions, which is guaranteed to grow faster than work income.
Until recently, the winter fuel allowance meant that anyone born in 1944 or before received £300 (reduced to £200 for younger pensioners).
Boomer and bust?
While there is mild popular support for limiting the fuel allowance to poorer
pensioners, the question of recouping money from older people remains highly sensitive (Back in 2017, the then prime minister Theresa May had to quickly U-turn when she suggested using pensioners?wealth to finance the rising cost of care.)
One reason for this reluctance to prise money from older people may be that while most pensioners are doing better (compared to the working population) this is not true of the poorest ones Also, some pensioners do not claim the benefits they are entitled to, and the last thing a civilised society wants is to let its older people freeze.
But this does not seem to be the expectation right now Incomes have stalled, and so has life expectancy, while housing prices have not been so expensive relative to earnings since the 19th century.
But the apparent economic divide raises a broader question about inter-generational justice What does one generation owe the generations that follow?
And it?s not just about money. Global warming is another thing older people have not spent most of their lives having to pay for, with the burden for repairing environmental damage again falling mostly on the young.
Perhaps a fair philosophical approach would be that it?s OKto leave certain costs to be paid in the future if the next generation can generally expect to live longer and in better health, with more consumer choice and comfort, and an improved quality of life
In that sense, many people, however old they are, would probably sympathise with young people today. And they may even argue that it?s time for the government to focus on policies that explicitly benefit the young ? like house building, different forms of taxation or subjecting pension income to national insurance.
There could also be a change in fiscal rules to allow for more investment in national infrastructure, higher taxes on fossil fuels to pay for the energy transition, or sharing the cost of funding higher education more evenly among all graduates, regardless of when they got their degree
Such changes would provide a dramatic shift towards an economic system which seeks to redistribute wealth not just among citizens ? but between the generations.
Regional RacetoZero project tohelp local businesses go green
Businesses have an important part to play in helping Warrington become a more sustainable and climate-resilient place The Warrington Race to Zero project supports businesses by providing:
- Grant support, which is available for businesses committed to reducing their carbon emissions
- Funded support, to help businesses develop energy-saving strategies and work towards net zero
- Energy audits, which are tailored reviews for businesses using large amounts of energy to find ways to cut
down their carbon footprint
As part of the project, businesses are invited to attend the event, "Save Money, Boost Sales, and Get Your Head Around Net Zero?, on Wednesday 25 September at 9 30am, held at the EngineRooms, Birchwood Park
The event will provide practical advice on how to create effective action plans for reducing emissions, and accessing support for net zero initiatives. It is also an opportunity for local businesses to gain knowledge, explore financial opportunities, and learn practical steps to embark on their net zero journey
This Warrington Race to Zero initiative is supported by the council, funded by the UKShared Prosperity Fund, and delivered by sustainable business experts Groundwork
Warrington Borough Council?s cabinet member for climate change, sustainability and the environment, Cllr Hitesh Patel, said: ?Adopting sustainable practiceswill set your businessup for successin a rapidly evolving, environmentallyconscious world.
?Thisevent will simplifywhat can often be a complexsubject, providing you with the support needed to develop an effective action plan to reach your Net Zero goals, and I?d encourage all local businessesto attend.?
In this feature article, Craig Sergeant of Advance Copy Ltd, delves into the controversial yet often effective role of ruthlessness in business, exploring how it has famously shaped global business leaders and how a little ruthlessness could go a long way on the path to success.
Rut hl essness: businessweakness
or your secr et
weapon?
Would you be willing to fire your own mother? Feature
According to entrepreneur Kevin O?Leary, famous in Canada for appearing on Shark Tank (their version of Dragon?s Den), if you wouldn? t fire her, then you and your business will fail
During an interview with Incmagazine in 2016, he said: ?Some people might say that?s evil, but I think it?s wonderful ? O?Leary continued: ?Do you need a social mission?Hell no Profit is the mission?His appearance on the front cover was even emblazoned with the headline, ?Go ahead, be evil.?
This all should come as no surprise. The image of the ruthless fat-cat businessman sitting at the top of the tree stretches back to the birth of the Industrial Revolution, through the conquering and building of empires? first the British and then the USA? right up to the present day.
From CEO to star turn
Look at some of the major movies of relatively recent years The Wolf of Wall Street is a fun whirlwind of a flick based on the true story of Jordan Belfort, an NYCstockbroker. It?s testament to director Martin Scorsese?s
skill that the black comedy format masks how cold and ruthless Belfort was as he engaged in corruption and fraud on a massive scale
And there have been movies made about tech oligarchs Steve Jobs of Apple (Steve Jobs) and Mark Zuckerberg of Facebook (The Social Network)? more on him later The fact that films with real-life CEOs as the protagonist even exist at all shows how much business success is venerated in Western culture The take-no-prisoners approach is portrayed as something to aspire to have? which we see on the small screen, too
Take this short and simple test When you read this next phrase, who springs to mind? ?You?re fired!?
Now, we can pretty much guarantee that, if you?re British, the businessman and star of The Apprentice, Alan Sugar, appeared in all his grizzled ?glory.? The show has been a long-running UKTVinstitution? a cutthroat competition that pits walking egos in suits against each other.
Many contestants are brash and show ruthless traits, and while the producers
probably pick such personalities to create conflict and boost viewer numbers, it still shows how accepted and ingrained in society such business behaviours are.
The spread to socials
In recent years, that?s splintered into a new, perhaps insidious form of ruthlessness that?s propagated through social media, where people have turned their commitment to work into their entire personality.
Sometimes called ?grind mindset,??grindset? or ?hustle,?you?ll have likely come across people spouting online about it? the funniest often being the absurd daily schedules they post about waking at 3am after two hours? sleep to hit the gym
While it inspires some people, it also invites mockery But why?
Well, that will vary from country to country and from person to person For example, in the US, there is the concept of the American Dream? the idea that it?s the land of opportunity where anyone can make it big In America, individualism comes above all
And while this is a generalisation, it?s probably more acceptable on a societal level there than it is in the UKto be ruthless to succeed
On these shores, we still have workers?rights, some socialist institutions, and maybe even the British concept of ?fair play?in our nature
So, as a nation, we may be less comfortable with the win-at-all-cost ?grindset?mentality of our American cousins But since the economic deregulations of the 1980s, the UKhas been catching up Fast
Matters of life and death
For those reading of a certain vintage, you may remember the once-ubiquitous store, JJB Sports Its owner, Dave Whelan, is a self-made man from the North and a former footballer who was never shy about publicity? despite the (allegedly) rather dim view of him by many of his former employees
Whelan was once interviewed by Ruby Wax for a BBCdocumentary about him It revealed an awful lot (or should that be a lot of awful?) about the man
" ... you can be unethical and still be legal ... "
Whelan?s son suffers from schizophrenia, and his son-in-law sadly took his own life in 2004 due to the stresses of working for the family business During the interview, Wax was masterful in putting Whelan at ease, so was able to ask blunt questions, which Whelan couldn? t bat away.
She asked him whether he?d give up everything? his business empire and his lavish lifestyle? to swap it all for his son to be healthy and his son-in-law to be alive.
Easy one, right?
But Whelan said he couldn? t answer. And while that might be shocking to some readers, it?s the same mindset that helped him make his millions in the first place
It raises the question, do such extreme levels of laser-focused commitment to success at the expense of empathy and humanity signify something far more sinister than ?hustle??
Psychopathic traits
Studies estimate that between 4% and 12% of all CEOs are psychopaths or people with psychopathic traits Which mayseem like a small number? until you learn that the average in general society is only 1%whereas in prisons it?s 15%.
With CEOs so romanticised in our culture, does that mean we respect those most who have more in common with people so dangerous that they?re behind bars?
Something doesn? t add up with that idea, but it leads us back to a purported statement from Facebook?s Mark Zuckerberg that might shed a little light on it
?You can be unethical and still be legal? that?s the way I live my life,?he apparently said to a friend while at university Asentence like that blurs the line between what many may deem acceptable but is perhaps an insight into how and why people become billionaires
Though Zuckerberg?s quote isn? t an example of psychopathy per se, having such an emotional detachment can help people like
him make rational decisions that are the difference between failure and success
Now, the many allegations about the man might be another story, such as ordering the tracking of his employees?encrypted Snapchat data, hacking into and vandalising rival social network sites and more
Yet if directed in the right way, especially for small business owners, is ruthlessness always bad?
Maybe not.
The right balance
There are ruthless traits that are healthy? even necessary? to have. For example, giving a terrible employee chance after chance after chance with no sign of their improvement is not only a headache, but it
also hurts your bottom line You have to be ruthless
Not all the time, though? it?s all about balance You can look at titans of industry for lots of examples of what not to do, but many more of what you should do Those who lead and succeed never compromise on their objectives and values
To use ruthlessness to your advantage doesn't mean that you must be unethical or a tyrant. It means being bold, making big decisions and holding firm in your beliefs. Plus, being balanced helps keep your team on side as you take action to achieve your goals. Unless, of course, you really are a psychopath CEO. Because then you?ll just do whatever it takes.
Like firing your own mother.
LeedsTeachingHospitals NHSTrust pilotsAI tool for prostatecancer diagnosis
Leeds Teaching Hospitals NHSTrust (LTHT) is piloting a new artificial intelligence (AI) tool designed to improve prostate cancer diagnosis In collaboration with Lucida Medical, LTHTis testing the effectiveness of the Prostate Intelligence (Pi) tool ? an advanced AI and machine learning software system ? in detecting prostate cancer lesions from MRI scans
Prostate cancer is the most common cancer among men, with one in eight men in the UK diagnosed during their lifetime The risk is even higher for black men, with one in four facing a prostate cancer diagnosis. Patients with prostate cancer face a complex diagnostic pathway, and by using this AI software, the Trust aims to help speed up the process and prioritise those with cancer The software could also free up radiologists to report on additional patients every day and may, in the future, allow patients to be booked for a biopsy more quickly Currently, MRI imaging plays a critical role in diagnosing prostate cancer and guiding targeted biopsies.
Credit to source: Lucinda Medical
Dr Oliver Hulson, Consultant Radiologist at LTHT, said: ?Our goal isto determine if thisAI tool can accuratelyidentifyprostate cancer without underestimating or overestimating the likelihood based on MRI scans. If successful, thiscould enable usto streamline our prostate cancer pathwayand reduce the waiting time for a biopsyfrom the current two to three weeksto lessthan one week. Ultimately, faster diagnosismeansfaster treatment and better outcomesfor our patients.?
?The aim would be to provide our patients with a rapid diagnosticapproach, or ?one stop shop?where theycould potentiallyhave their MRI scan in the morning, reviewed by the radiologist with the benefit of the AI tool, and if needed, plan for their biopsythat afternoon, performing all their investigations in a single day, rather than over weeksasis the case currently. Thiswould of course reduce their anxietywhilst waiting for tests and would provide their resultsasquicklyas possible? .
The ongoing study will compare the AI-generated results from the Pi software against real-world outcomes for 100 patients who have recently completed the prostate cancer pathway The Pi software assists radiologists by highlighting potential areas of concern on MRI scans and assessing risk scores and prostate size, which can impact biopsy and treatment decisions.
Pi does this by using AI algorithms to analyse prostate MRI images It has been trained to spot the signatures of cancer using MRI and biopsy data from patients in the Netherlands and UK In clinical use, Pi would be set up to run automatically as soon as a patient?s MRI scan is completed, so that the AI outputs are
available when the clinical team reviews it
Lucida Medical has been a key partner in introducing this innovative software to the Trust The trial has also benefitted from the expertise of LTHT?s medical physics team and academic partners at the university, who have supported the image transfer and analysis processes Initial retrospective data collection is underway, and a prospective pilot study is planned for the autumn
As the project progresses, the team hopes that the AI software will prove both sensitive and specific in identifying prostate cancer, potentially revolutionising the diagnostic pathway and expediting patient care.
Sophia The Robot
HowApple Successfully RebrandedtoPrevent Failure
In the world of business, few stories are as compelling as Apple Inc.'s remarkable turnaround. Once on the brink of failure in the mid-1990s, Apple transformed itself into one of the most valuable and influential companies globally. This transformation is a textbook example of how strategic rebranding, coupled with innovation and visionary leadership, can rescue a company from the edge of collapse
The Challenge: A Company in Decline
By the early 1990s, Apple was struggling
Founded in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne, Apple had initially achieved success with its innovative personal computers, such as the Apple II and Macintosh However, the company faced several challenges as the technology landscape evolved
The release of Microsoft?s Windows operating system, which became the dominant platform for personal computers, led to a decline in Apple?s market share Apple?s Macintosh computers, while technologically advanced, were often perceived as expensive and incompatible with other software The company?s product lineup became cluttered, and it lacked a clear strategic
direction. By 1997, Apple was in a dire financial situation, with a market capitalization that had dropped significantly.
The Rebranding Strategy: A Return to Innovation
Apple?s rebranding success can be attributed to several strategic moves made under the leadership of Steve Jobs, who returned to the company in 1997after being ousted in 1985 His return marked the beginning of a transformative phase for Apple
Streamlining the Product Line:
One of Jobs?first actions was to simplify Apple?s product lineup The company had previously offered a confusing array of models with overlapping features Jobs streamlined the product range, focusing on a few core products that exemplified Apple?s commitment to innovation and quality This move helped to clarify the brand?s identity and improve operational efficiency
Embracing Design and User Experience:
Jobs recognized that design and user experience were crucial to Apple?s success Under his
leadership, Apple placed a strong emphasis on creating aesthetically pleasing, user-friendly products The introduction of the iMac in 1998, with its distinctive, translucent design, marked a turning point It was not just a computer but a statement of Apple?s new design philosophy This focus on design continued with subsequent products, such as the iPod, iPhone, and iPad, which combined form and function in ways that delighted consumers
Reinventing Marketing:
Apple?s rebranding also involved a significant overhaul of its marketing strategy The ?Think Different?campaign, launched in 1997, played a pivotal role in redefining the brand?s image The campaign celebrated creativity and innovation, positioning Apple as a company for ?crazy ones?
who wanted to change the world. This campaign resonated deeply with consumers and helped reposition Apple as a brand that stood for innovation and excellence
Creating Ecosystems:
Akey element of Apple?s rebranding strategy was the creation of integrated ecosystems The introduction of products like the iTunes Store, iPhone, and App Store allowed Apple to offer a seamless experience across devices This ecosystem approach not only enhanced the user experience but also created multiple revenue streams, making Apple?s products more indispensable to consumers
Fostering a Culture of Innovation:
Jobs fostered a culture of innovation within Apple, encouraging employees to think outside the box and challenge the status quo This culture was instrumental in the development of groundbreaking products that set Apple apart from its competitors The company?s
"Innovation distinguishes between a leader and a follower."
Steve Jobs
commitment to research and development led to the creation of revolutionary products and technologies that kept Apple at the forefront of the industry
The Outcome: A Resounding Success
Apple?s rebranding efforts were incredibly successful The company not only avoided failure but also achieved unprecedented growth and profitability The launch of the iPod in 2001, followed by the iPhone in 2007and the iPad in 2010, revolutionized the technology market and established Apple as a leader in consumer electronics
Apple?s market capitalization soared, and the company became one of the most valuable and influential brands in the world Its success story
is a testament to the power of strategic rebranding, innovation, and visionary leadership
Lessons from Apple?s Rebranding Success
Apple?s rebranding journey offers several key lessons for other companies:
1 Clarity of Vision:Streamlining product lines and focusing on core strengths can clarify a brand?s identity and enhance operational efficiency
2 Design and User Experience:Prioritizing design and user experience can differentiate a brand and create a strong emotional connection with consumers
3 Innovative Marketing:Effective marketing campaigns that resonate with consumers can redefine a brand?s image and position it for success
4. Integrated Ecosystems:Creating a seamless ecosystem of products and services can enhance user loyalty and generate multiple revenue streams.
5. Culture of Innovation:Fostering a culture of creativity and innovation can drive product development and keep a brand at the forefront of its industry.
Apple?s successful rebranding is a powerful example of how a company can overcome significant challenges and achieve remarkable success through strategic vision, innovation, and effective marketing. The lessons learned from Apple?s transformation continue to inspire businesses around the world
The endorsement isjust as powerful as the brand itself.
Celebrityendorsement can be good forbrands, but it?s a complicated relationship
The UK?s advertising watchdog has banned online adverts for two nutrition brands, for their failure to disclose a well known businessman?s financial interest in the companies Huel and Zoe had run adverts featuring testimonials from the entrepreneur and podcaster Steven Bartlett, who also appears on the popular BBCshow Dragons? Den.
The Advertising Standards Authority ruled that revealing Bartlett?s commercial relationship with the companies was key for customers to make an informed decision about the product Not to do so, according to the regulatory body, was ?misleading?. The two companies had argued in response that the average consumer would understand the commercial relationship and that explicit disclosure was unnecessary
The controversy certainly highlights the sometimes blurry world of celebrity endorsements Research has shown just
how damaging such partnerships can be for both businesses and celebrities when things go wrong ? and what they can do about it.
For most celebrities, whether they?re actors, athletes, musicians, chefs or models, chances are that some business would like to be associated with them and their popularity And evidence does suggest that celebrity endorsements can have a positive impact on brand recognition, consumer behaviour and sales.
Big companies know this, and are often prepared to spend huge amounts of money seeking fame and influence. For example, McDonald?sonce spent more than US$8 million (£6 million) launching a meal with branding linked to the Korean boy band BTS. And Nike has been successfully linking itself to elite athletes for decades, becoming one of the world?s most ubiquitous and valuable brands in the process
Credit to source: Sameer Hosany Professor of Marketing, Royal Holloway University of London
Celebrityendorsements can work wonders fora brand,but authenticityis key
But it?s not always a smooth process When celebrity associations don? t go to plan, brands can be exposed to financial risk and reputational damage. Evidence collected over 25 years shows that a celebrity scandal can result in a decrease in stock prices for brands they endorse
Back in 2009, firms linked to the golfer Tiger Woodslost up to US$12 billion as share prices dropped over 2%after revelations emerged about his personal life. Companies including Nike, General Motors, Gatorade, Gillette and TAGHeuer were faced with difficult decisions about how to mitigate the damage
Research also suggests that brands should be prepared to terminate their relationships with celebrities But in practice, there is a high degree of uncertainty about how to respond to these issues.
Another study indicates that a high proportion (59%) of companies faced with such situations actually decided to do nothing, preferring to wait for the whole thing to blow over
Of course, complications can occur in the opposite direction too And some contracts contains ?reverse moral clauses?which allow celebrities to suspend or terminate their contracts if a company they are linked to is involved with some kind of political, social or environmental scandal
For example, LadyGaga ended a partnership with Target when the retailer received criticism over donations to a political action group perceived as being anti-LGBT. (Target responded that it was committed to the LGBT community). And Canadian singer The Weeknd cut ties with H&M after it was accused of racist marketing (H&M apologised.)
These potentially complex relationships may be behind a noticeable shift in the world of celebrity endorsements ? when famous people, rather than being the face of someone else?s company decide to set up their own brands
Celebs going solo
Hollywood actors Ryan Reynoldsand George Clooneyfor example, are said to earn more
money from their alcohol brands (Reynolds makes gin while Clooney prefers tequila) than they do from acting And retired tennis superstars Serena Williamsand Maria Sharapova generate significant revenue from their clothing and skin care lines.
Kim Kardashian ? who once said, ?I?m an entrepreneur, ambitious is my middle name,? ?launched a clothing brand which four years later was valued at US$4 billion YouTubers KSI and Logan Paul combined their online popularity with astute marketing tactics to run a highly successful energy drink brand.
These entrepreneurial moves demonstrate the profitable power of fame in business
And by setting up their own brands, the risks of attaching your famous name to a company that becomes problematic or controversial is reduced
Name recognition and huge social media mean celebrities can call more of the shots and enjoy greater creative autonomy And there is evidence that consumers have a more favourable attitude towards brands which are celebrity-owned brands versus those that aren? t
Four w ays businesses can adopt AI to connect successfully w ith Gen Z
Credit to source: SIA Austria
Wielding an estimated $150 billion purchasing power globally, Gen Zconsumers ? spanning those born between 1997and 2012? are a marketplace force to be reckoned with
This tech-savvy generation therefore deserves attention from businesses with authentic digital experiences dominating their decision making
56%of Generation Zexpect personalised content ? which harnesses the power of artificial intelligence (AI) ? tailored to their own unique interests and preferences
Ski and snowboard instructor course business, SIAAustria, explore how best to leverage AI for Gen Zsuccess.
The Digital Landscape
One of Generation Z?s defining characteristics is their impressive levels of tech-literacy
Gary Clark, Academy Director at SIAAustria explains: ?Gen Zgrew up in an increasingly digital world, spending their formative years surrounded by smartphones, social media and its accompanying personalisation.
?From curated playlists on streaming platforms to customised, AI-driven product suggestions on e-commerce websites, they are accustomed to the tailored experience
In fact, 89% of Generation Zare willing to pay for customised experiences using their data.
?This expectation extends beyond mere convenience but is a fundamental requirement for engaging this audience?
Read on to learn more about how AI can enable this.
How can AI help?
With this desire for personalised communications, AI plays a pivotal role in meeting Gen Z?s expectations
Artificial Intelligence offers unparalleled capabilities in understanding and predicting consumer behaviour. For Gen Z, this means
Gary Clarke Academy Director at SIAAustria
receiving content, recommendations and offers that resonate with their individual preferences and lifestyles.
Here?s how your business can use it to create impactful marketing campaigns:
Personalisation at scale
In a recent survey, Gen Zshoppers expressed the highest rate of approval for personalised marketing AI enables businesses to analyse vast amounts of data to discern patterns and preferences This capability allows for highly personalized marketing campaigns that can adapt in real-time to changes in consumer behaviour.
Predictive analytics
AI-driven predictive models can anticipate Gen Z?s needs Whether it?s suggesting the next binge-worthy show or predicting fashion trends, businesses can use these insights
Sentiment Analysis
Gen Zis vocal segment on social media AI tools monitor conversations, identify trends and gauge sentiment After analysing this, brands can adapt their messaging accordingly
Hyper-Targeted Advertising
AI enables precise audience segmentation Businesses can create hyper-targeted ads that resonate with Gen Z?s diverse interests whether you?re selling trainers or a gap year ski season
Strategies for success
Data-Driven Creativity: Combine AI insights with creative storytelling SIAAustria?s Instagram stories feature user-generated content, showcasing real experiences from their community.
Interactive Experiences: Use AI-powered quizzes, polls and ARfilters Gen Zcraves engagement, and such elements can go ?viral? - driving brand awareness.
Ethical AI: Be transparent about data usage. Gen Zvalues privacy and ethical practices SIA Austria?s privacy policy is concise and accessible, earning trust.
Conclusion
With impressive spending power and an influential online presence, Gen Zoffers plenty opportunity for savvy, forward-thinking marketers
By harnessing the power of AI, businesses can create tailored campaigns that resonate with this digitally native generation.
Greater Manchester Chamber of Commerce has announced a strategic partnership with Confident Futures, a pioneering organization in the green energy sector, to support businesses in achieving their sustainability targets As the UK's first consultative green energy supplier, Confident Futures brings extensive expertise in sustainable solutions, helping businesses reduce energy costs and achieve Net Zero targets by 2038, in line with Greater Manchester's climate goals
Confident Futures?Founder and CEO, Janet Thornton, emphasized the urgency of transforming the global energy industry, positioning the North West, particularly Greater Manchester, as a leader in this energy revolution. She stated, ?Aglobal transformation in the energy industry is urgently needed, and where better to ignite this energy revolution than in the North West ? specifically Greater Manchester, the new northern Powerhouse?
Thornton explained that Confident Futures is at the forefront of the sustainable energy market and is committed to helping Chamber members revolutionize the UKand global energy markets Their comprehensive range of services, including supply, generation, installation, finance, and navigating legislative requirements, will aid businesses on their journey to Net Zero while boosting their financial performance Additionally, they aim to establish long-lasting green energy networks that will benefit future generations
Lucy Mulligan, Head of Marketing at Greater Manchester Chamber of Commerce, highlighted that sustainability is increasingly important for businesses, with the region?s ambitious Net Zero target of 2038 looming Many businesses want to contribute to these goals but are unsure of the best approach ?This is where Confident Futures comes in by offering the support and expertise that people need for the journey to Net Zero,? she said.
Through this new partnership, Confident Futures will offer Chamber members several key benefits:
Sustainability consultations that help identify the most effective path to a sustainable future and explore tailored solutions for businesses
An initial solar rooftop design, providing a detailed plan for solar system installation, along with estimates on potential energy generation and cost savings
Savings on current business energy tariffs, with the added potential to earn additional income as a green energy producer through Confident Futures?PPAfund, with no upfront costs to the business
Aclear, actionable plan to achieve Net Zero, along with 100% certified green energy guarantees that both reduce operational costs and contribute to environmental goals
This partnership offers businesses in Greater Manchester a solid foundation to embrace sustainability while aligning with the region?s broader climate objectives
Credit to source:Greater Manchester Chamber of Commerce
Ghost Town
Breathenewlifeintoyour social mediaaccountswith theseessential tips
If your business isn? t getting the social media engagement you expect, you?re not alone Many businesses struggle to connect with their audience online, and several factors could be at play. Understanding these common pitfalls can help you turn things around and build a more engaged online community
One of the main reasons for low engagement is a lack of relevant content Your followers want content that resonates with them? whether it?s informative, entertaining, or inspiring. If your posts don? t align with their interests or needs, they?re unlikely to interact It?s crucial to know your audience and tailor your content accordingly. This could mean sharing industry insights, how-to guides, or even behind-the-scenes glimpses of your business
Another common issue is inconsistency
Posting sporadically can cause your audience to lose interest Social media algorithms also favor accounts that post regularly, meaning inconsistent posting could result in your content being shown to fewer people Create a content calendar to
ensure you?re posting consistently, and stick to it
Your content may also be too promotional. While it?s important to showcase your products or services, social media users are often looking for value rather than a sales pitch. Strive to strike a balance between promotional content and posts that offer real value, such as tips, stories, or user-generated content
Engagement is a two-way street. If you?re not responding to comments or engaging with your audience?s content, you?re missing out on building relationships Take time to interact with your followers by replying to comments, asking questions, and participating in conversations
Lastly, consider the platform you?re using. Different platforms attract different demographics, and what works on one may not work on another Make sure you?re investing your efforts in the right place for your target audience.
By addressing these areas, you can start to see better engagement and a stronger connection with your social media followers.
From 9-5
to CEO
Is it time to Ditch Your Day Job for Entrepreneurship?
Starting your own business can be an exciting and empowering journey, but it?s also a big leap from the security of a regular job. If you?re thinking of trading in your 9-to-5 for entrepreneurship, it?s important to carefully evaluate the decision before taking the plunge Here are some key things to consider before making the switch
1 Assess Your Financial Readiness
One of the most significant concerns when leaving a stable job is the financial uncertainty that comes with starting a business You?ll likely experience inconsistent income in the early stages, so having a solid financial plan is crucial. Start by saving an emergency fund that can cover at least 6-12 months of living expenses This buffer will allow you to focus on growing your business without the added pressure of making ends meet.
Consider your business's startup costs, too From initial investments in equipment,
marketing, and legal fees to operational expenses, it?s essential to have a clear idea of how much capital you?ll need Be realistic about when your business will start generating a profit, and explore potential funding options like loans, grants, or investors
2.Validate Your Business Idea
Before quitting your job, take the time to thoroughly validate your business idea. Does it solve a problem or fulfill a need in the market?Conduct research to understand your target audience, competitors, and industry trends You can also start testing your idea while still employed by offering your product or service on a small scale This way, you can gather feedback and make adjustments before committing fully Market validation ensures that there?s a demand for what you?re offering and can give you confidence that your business has the potential to succeed.
3.Understand the Lifestyle Change
Entrepreneurship isn? t just a career change? it?s a lifestyle change Being your own boss means flexibility, but it also means wearing multiple hats and working long hours, especially in the early stages Without the structure of a traditional job, it can be easy to lose the work-life balance you?re used to.
Ask yourself if you?re ready to handle the challenges that come with running a business, such as managing finances, overseeing marketing, and taking responsibility for every decision It can be incredibly rewarding, but it?s essential to have a realistic understanding of the dedication and persistence required.
4 Build a Support Network
No entrepreneur succeeds alone. Having a strong support system is critical when
launching a business. This includes professional mentors who can offer guidance, a network of like-minded entrepreneurs to bounce ideas off, and even emotional support from friends and family who understand the challenges you?ll face.
Consider joining entrepreneurial groups or networking events to connect with others who have been through the same process. Their insights and advice can be invaluable in helping you avoid common mistakes and navigate the transition
5.Plan for the Transition
If you?ve decided that entrepreneurship is the right path, plan your transition from employee to business owner carefully Quitting your job abruptly could leave you in a financially precarious situation Instead, consider transitioning gradually by working on your business during evenings or
weekends while maintaining your job This approach allows you to build a client base and generate income without the full financial risk upfront
When the time feels right to make the leap, ensure you have all the necessary systems in place? such as business registration, website, and marketing materials? so you can hit the ground running
6 Be Prepared for Setbacks
Starting a business comes with inevitable challenges and setbacks. There will be highs and lows, and it?s essential to stay resilient through the difficult times Success doesn? t come overnight, and you may face obstacles like slow growth, financial strain, or changing market conditions. The key is to
remain adaptable, continuously learn from your mistakes, and keep refining your approach.
In conclusion, leaving your job to start your own business can be a thrilling and life-changing decision, but it?s one that requires careful planning and consideration By assessing your financial readiness, validating your idea, preparing for the lifestyle changes, and building a strong support network, you can make the transition with confidence With the right mindset and preparation, your entrepreneurial dreams can turn into a successful reality.
Anew study has revealed the most stressful jobs in the UK.
The study, by Personal injury experts Claims.co.uk, analysed Health and Safety Executive data from the UKGovernment, looking at prevalence and rates of self-reported stress, depression or anxiety that were either caused or made worse by their current or most recent job
Police officers take the top spot, with a rate of 6,500 per 100,000 current or former police officers reporting that their job had negatively impacted their mental health Rather alarmingly, this rate is almost two and a half times (242%) higher than the national average
Approximately 11,000 out of an estimated total of 169,231 police officers reported that their jobs had caused mental health issues or made
Credit to source: Claims co uk
Think your job is hard?
These are the moststressful jobs in the UK
them even worse ? working out to an estimated 6.5% of the total employees in this role.
Social workers rank second, with a rate of 6,100 per 100,000 social workers currently or formerly employed in social work roles reporting mental health issues caused by their jobs. This rate is over twice the national average (221%) Approximately 7,000 out of an estimated 114,754 social workers report that their job has negatively impacted their mental health, representing 61% of the workforce
Third place goes to welfare and housing associate professionals, who have a rate of 5,810 per 100,000 reporting mental health issues from their jobs This is more than double the national average (206%)
An estimated 8,000 of the approximately 137,694 workers or former workers in this field reported mental health struggles caused or worsened by their job, amounting to 581%of the workforce
Community nurses rank fourth on the list, with a rate of 4,700 per 100,000 reporting job-related mental health issues-almost one and a half times
"...long hours, high responsibilities and public facing roles contribute significantly to an employees mental health being negatively impacted."
(147%) higher than the national average Of the 85,106 estimated community nurses, approximately 4,000 have reported work-related mental health issues, equating to 4 7% of those employed in the role
Other nursing professions are fifth on the list, with a rate of 4,200 per 100,000 workers or former workers affected by work-related mental health issues While a slightly ambiguous job title, other nursing professions include such roles as clinical lead nurses, matron nurses, nurse educators, occupational health nurses, and staff nurses
This rate is 121% higher than the national average Out of the estimated 380,952 employees in other nursing professions, approximately 16,000 have experienced a negative mental health impact, accounting for 4 2% of the total workforce
Sixth place goes to higher education teachers(University lecturers, professors, and tutors), who report mental health issues at a rate of 4,140 per 100,000 This rate is 118% higher than the national average Of the 217,391 estimated higher education teachers, approximately 9,000 have been affected, representing 414%of the workforce
Primary school teachers rank seventh, with a rate of 3,860 per 100,000 reporting mental health problems caused by or made worse by work This rate is 103% higher than the national average Among the estimated 414,508 primary school teachers, approximately 16,000 are affected, making up 386% of the workforce
In eighth place are high school teachers, with a rate of 3,390 per 100,000 reporting mental health challenges Afigure that?s 78% higher than the national average Of the 442,478 estimated
secondary education teachers, approximately 15,000 have reported mental health struggles, accounting for 3.39%of those in the role.
Human resource managers take the ninth spot on the list,with 3,300 per 100,000 reporting mental health issues related to their jobs,74% higher than the national average. Out of the 212,121 estimated human resource managers, approximately 7,000 have been affected, accounting for 33% of the workforce
Rounding out the list in tenth place are national government administrative occupations, with a rate of 3,270 per 100,000 employees reporting mental health issues due to or caused by their jobs. This rate is 72% higher than the national average Out of an estimated 183,486 employees in this sector, approximately 6,000 have reported that their jobs have negatively impacted their mental health, equating to 327%of the workforce
Throughout the UK, almost two in fifty people (19%) reported that their jobs had either caused or made mental health issues worse ? working out to a rate of 1,900 per 100,000 residents, or an estimated 636,000 people nationwide
According to the data, bookkeepers, payroll managers, and wage clerks had the least stressful jobs in the country. Just 1,120 per 100,000 workers reported that their jobs had negatively impacted their mental health? 41% less than the average Briton
Taking your busin the next level
Benjamin Dyer, CEOof Powered Now, looks at how to grow your business
from a one-man band to having employees. Then to grow on further from a small to a larger company.
There?s a lot to be said for a lifestyle business. You can deal with the same pleasant customers that you have always have. Your overheads and risks are low. You can make time to pick up the kids or grandkids if you want to. But lifestyle businesses aren? t for everyone
This article is written for people who don? t want to be sole traders or even run small installer businesses all of their lives Instead they want to grow their companies and see themselves really prosper
The first thing to ask yourself is whether you will make it if you try to expand In reality, it?s hard Certain skills are pre-requisites One of these is skill at estimating and pricing Acritical capability is to be good a knowing how much effort jobs will take Another is building rapport with customers If you?re no good at either of these, it will be very hard to succeed
Marketing
It?s easy to think that the first priority when it comes to growing your business, assuming that your company does good quality work, is to find new customers Recommendation is still the prime way that new business is won, at least in the residential market. But 30%of business comes from other routes It?s exploring these that will really make a difference
Alot of this 30%now comes from the internet, but it?s complicated Some will arrive from having your own web site, although most likely not a huge amount As you probably know, most people report Yellow Pages as a complete dud Instead, Facebook, Google, Rated People, My Builder, Checkatrade and more are all trying to corner the market for people searching for installers and other trades
iness to
There is no magic wand for marketing and trying out some of these different channels to see what works for you may be your best approach
Sales
Marketing is hard However, when selling to the leads that have come your way there are a lot of obvious and easy things to do These should be a higher priority than marketing as they generally cost little or nothing So, converting a higher proportion of leads into orders will grow your business at a lower cost and risk
The first rule is to remember that people buy from people they trust So, the first time you meet a new prospect, you should do everything possible to build up that trust. Here are some points to consider:
- Be totally professional ? my wife refused to give business to someone who was a bit fresh with her
- Offer to take off your shoes when you arrive at the house, it shows that you care
- Have a smart, clean, van and make sure you look smart too
- Try to reference your experience, qualifications and so on when you
are talking to the customer, but without being too pushy
- Try to establish in the customer?s mind the likely ballpark cost ? people tend to react badly if your quote is in a different league to what they were expecting
- Make sure you produce your quote really quickly ? either the same day or the next day. This alone will grow your business
- Always honour what you promised. Turn up when you said and produce the quote when you said you would
Effort put into creating a good template for quotations will pay off handsomely over time
Once it?s set up, it?s normally easy to use again and again If people are spending a lot of money, they will feel more comfortable when the quote is more substantial, with pictures of previous work and so on
Make sure that you don? t under-price the job. Probably the biggest cause of business failure is not charging enough. Remember that doing all of the things to establish trust will help you to win business, even when you are not the cheapest quote.
Moving beyond being a sole trader
Taking on your first employee is both the hardest and the most risky step that you will ever take. Suddenly you have PAYE, Pension auto-enrolment, statutory sick pay, paternity and maternity leave and holidays all to think about
And that?s before you consider that you may need to double the amount of work coming in as you now have two mouths to feed!
This could be one of the reasons why so many installers settle for being sole traders
"there comesa timewhenif you don? t radicallychangewhat you do,youbecomethecorkinthe bottlethat preventsfurther growth."
There are a number of ways that you can overcome the difficulties of that first hire The first is to build up your business using subcontractors before you hire anyone permanently This means you take a lower risk even though you may have to settle for making less profit The only complication is that you must get to grips with the Construction Industry Scheme (CIS)
Eventually you will need to take on one or more employees With a good bookkeeper to run the payroll and an HRadvisor to avoid the employment tank traps this can all be made much easier and smoother You may not want to pay out the money for these experts, but it?s much better to focus your time on the key business issues You are much more likely to be successful that way
Scaling
Once you have the right formula for growth, there are a whole new set of challenges to do with scaling your business. There are a number of points to think about:
- When a larger and more established business does their work, people expect and will be prepared to pay a bit more
- You will need to invest in various areas Recruiting the right people, spending on training, premises, tools and vans are some of the areas that you will need to address
The balance is not to be too tight with money but not to be too loose either
Control and efficiency
Of course, if you grow your business you need to reap the financial rewards To do this, you must keep control of your business as it grows and manage things efficiently Some of the pointers to achieve this are:
- Watch the cash. You need to know how much you have, what?s due to go out e g tax, VAT, payroll and when money will be coming in. There is nothing more frustrating than going bust in a growing, profitable business because you run out of cash. It does happen
- Focus on people management Ahappy, hard-working team makes a huge difference
- Implement the right system. Agood system will vastly influence your ability to stay in control and grow efficiently
Changing your role
As a hands-on manager that deals with most quotes and still gets on the tools, you can grow your business quite a bit. However, there comes a time when if you don? t radically change what you do, you become the cork in the bottle that prevents further growth It?s simple, once there is too much for one person to do in dealing with customers, delegation becomes the critical skill Among the skills that you need to focus on to move from being successful to being very successful are:
- Recruitment ? avoiding mistakes and getting good people
- Managing managers ? you mustn? t micro-manage or you will discourage anyone who is really capable This is a different skill than direct management It?s about setting goals and motivating
- Delegation ? letting go of some control is part of managing managers
- Envisioning ? deciding and then communicating the overall company
strategy This must be about talking about quality as well as outlining what type of jobs you will focus on and which geographies you will and won? t serve.
The difficulty with making this transition is that the very skills that helped you to succeed previously can become a hindrance. Sometimes being really good at what you should no longer be doing will actually prevent you from moving to the next stage. It?s why so few companies can manage it.
The bottom line
For competitive people that like to win, running a successful business can be good fun But you will get a lot of hassle in growing your business so there should be financial rewards as well I hope that there has been some useful food for thought in this article Please just make sure that you are profitable enough to make it all worthwhile
Whybeinglikeyour boss still matters?especiallyif yousharepolitical views
How would you try to make a good impression at a job interview?Beyond the obvious (making eye contact, smiling, and attempting to appear knowledgeable and competent), what other tactics might you deploy?
One subtle approach some jobseekers might take involves the use of social identity Humans are notoriously cliquey ? establishing some shared sense of belonging with a new acquaintance can establish feelings of closeness and trust, and might result in favourable treatment
Perhaps you have in mind an interviewee with blond hair and blue eyes, who notices the interviewer shares similar features. Is the interviewee recommended to casually suggest that the two can therefore look forward to an effective working relationship?
Of course not These days such a strategy thankfully seems improbable, not only because of its moral repugnance, but also because it is hardly likely to work (It feels less improbable
Credit
that it might have been used in previous centuries, possibly with success, at job interviews in the world of colonial bureaucracy, for example.)
But other identities, especially political leanings, can play a big part in helping us to form connections ? and use them to our advantage
Shared identity does not only apply to sensitive characteristics such as race and gender In fact, our social identities are multidimensional and include some traits regarded as more frivolous As former Labour MPFrank Roy put it: ?Monday to Friday, my body belongs to the trade union movement. Saturday my heart belongs to Celtic. And Sunday, my soul belongs to the Catholic Church.?
With most people you might meet, you are a clique member on some dimensions, but an outsider on others
In recent research, I explored whether people deploy identity characteristics in
to source:
Tom Lane Senior Lecturer in Economics, Newcastle University
strategic ways I ran an economic experiment, creating scenarios where one person?s success depends on how someone else treats them
Job interviews are like this, as the interviewee?s success depends on the interviewer?s decision. But there are many other examples of how this could work in business and our wider lives. For instance, an Airbnb host?s profitability depends on guests choosing to do business with them
In my experiment, involving 416 students in the UK, interactions consisted of a decision-maker selecting amounts of real money to transfer to an ?applicant?, who I will refer to as a dependant
Crucially, before their interaction, the dependant could select which of several identity characteristics to reveal to the decision-maker, in the same way as an Airbnb host picks which details to show on their profile
They made this decision with full awareness of the decision-maker?s characteristics, understanding which revelations would mark them as an in-group member and which would set them apart in the out-group Dependants also reported how they believed the decision-maker would treat them had they chosen to reveal each of their available characteristics
The data made it possible to check how accurate these beliefs were, and whether dependants? choices about what to reveal led to higher transfers than they would have obtained by revealing other characteristics
Political leanings
The results showed decision-makers gave preferential treatment to in-group dependants, but the level of this favouritism depended on which dimension of identity I looked at By far the strongest favouritism was based on political identity
In the experiment, one of the things dependants could reveal was whether they supported or opposed Brexit. Decision-makers who were Remainers acted extremely generously towards Remainers and harshly towards Brexiters. Those who were Brexiters did the opposite
Decision-makers?in-group favouritism based on other characteristics, such as race and gender, tended to be much milder This could be because people find discrimination based on race or sex to be distasteful or morally unacceptable ? especially when they know their behaviour is being observed Political leanings, on the other hand, might be said to be a choice
Importantly, dependants correctly anticipated that political identity would have the biggest impact Consequently, they had a very strong tendency, when they knew their view on Brexit matched the decision-maker?s, to reveal it ? and to conceal it when they knew their views diverged In contrast, dependants were rather reluctant to reveal shared race or gender, perceiving this to be less beneficial
On average, dependants profited from their decisions, obtaining better treatment from decision-makers than would have occurred had they randomly selected what to reveal So the deliberate use of social identity appears to be an effective strategy
Overall, this research shows people often use their identity, especially their political stances, strategically in their interactions with, for example, potential employers or business contacts
In today?s world, political identity has become one of our strongest dividing lines and people mostly interact with like-minded others But it is worth thinking about how strategically emphasising shared political affiliations to strengthen a relationship might actually be making this polarisation even worse
If youwant tosucceedyou shouldstrikeout onnewpaths, rather thantravel thewornpaths of acceptedsuccess.
