Think about the first Bridget Jones trailer. Why did we know…love and accept Bridget instantly?

The fleece pajamas. The cigarettes. The red wine,  not white wine. She wasn't in heels and a basque was she?

Floozying up and down in the window.

They told us who she was. Hollywood reflects real life, not the other way around.

The same principle applies to explaining yourself in business or in fact any relationship. People need to see you and feel they know you before they commit.

 But most of us are terrified of being seen.

Your "fleece pajamas" might be mentioning that you parked by the supermarket because you need to do a big shop for a friend coming this weekend. Tiny detail. But it builds a picture of you doing everyday things in your everyday life.

We understand you.

In airport retail where we put just shy of 5 million quid in add on sales in the till in year one …we turned that into a ‘concept’ called PIECE OF YOU.

Sounds ridiculous, but we had passengers hugging staff as they went to the plane (perfume sales up 45% overnight incidentally) because they felt they’d made a friend – not just bought a bottle of Eau De Tenerife and a packet of cheesy wotsits.