Gentlemen, you’ve just experienced what the public’s impression of British Rail is. Now, if you’ll come this way, we’ll show you exactly how we’re go… - Dave Trott

No TV, no radio, no press ads, no posters. We found one thing that the banks are full of, that could be changed into media. Paper money. We got small printing kits from Ryman and printed: ‘STOP BANKS KILLING CHILDREN. CANCEL THE THIRD WORLD DEBT’ on every bank note we could get hold of.

And that’s a great lesson for all of us. We think everyone’s head is where our head is. If we think everyone’s head is where our head is, we’re just talking to ourselves.

Less important points don’t add to the communication. They detract from the most important point. That’s what the single-minded proposition is all about.