According to estimates, the average adult makes approximately 35,000 decisions every day. Shopify - the company that generated US$4.611 billion last year - leverages this fact better than any brand I've ever studied. How? By spraying their web visitors with a deluge of clear direction; which as we'll see later, relieves them of the stress of having to make yet more decisions.  

A dating disaster I recently endured has no place in an article explaining how to win business awards, I admit it, but my date was guilty of the one social error found in almost all mediocre business award submissions. So, if you want to engage, captivate and persuade a judging panel (instead of sending them into a deep sleep), here's what not to do.

Never underestimate how stupid I felt standing in London's busiest underground station taking pictures of chicken nuggets bolted to a wall. Genuine shame. Happily, there was also an upside. ​

Applause swept through Linkedin this week following Tesco's cute ad supporting the British pubs industry. My question, however, is - "Was Tesco being selfless or strategic?"

When was the last time you didn't press 'skip' on a YouTube ad?

​For me, those occasions are so rare, that when an ad does hook my attention, I demand to know why. The answer never surprises me.

In my opinion, there are proven techniques that underpin hypnotic ads - techniques that use powerful psychology and nifty copywriting. Let's look at one such ad from meditation app Headspace. Watch the ad below, then scroll down to see my 3 observations - all outlining why  I think the ad is structurally excellent.

GOOD NEWS: All 3 techniques we cover will improve your marketing communications if carefully applied.
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Imagine you're the richest man on earth. How would you respond if, during an otherwise  pleasant interview, you're confronted with accusations of low wages and inappropriate working conditions?

Would you:
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OPTION A: Smile, thank the interviewer for the question, and subtly change the subject
OPTION B: Tell the interviewer that you welcome such scrutiny
OPTION C: Suggest the accusations are baseless  

Following our recent exposé on the 'Rule of 3',  here's another communications treat for you.

Ask yourself this question: In media interviews, how do celebrities, politicians and influential figures deflect uncomfortable questions without sounding evasive, elusive or plain rude?

Answer: Zealously care about people's patience. 

How does it work?: ​Taylor Swift - the world's biggest popstar - was once asked why she's so secretive about her political leanings. She employed a deliciously subtle deflection technique that influential figures use every day. Take a look at her answer: