Raymond Chandler

Boxing is like chess. You encourage your opponent to make mistakes so you can capitalise on it. People think you get in the ring and see the red mist, but it's not about aggression. Avoiding getting knocked out is tactical.

If you've done a bit of journalism, everyone assumes you must be moving into PR. We're absolutely not becoming a PR agency and we're not turning into Brunswick. We will remain SRU, but we will be owned by the Brunswick Group. It's quite different.

Hammer down product fundamentals first. Make sure you've got something that works before doubling down on promotion and marketing. Create a groundswell of organic support, and only then leverage PR and advertising to spread the word.