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Tools of the trade

It’s obvious that different professions have different tools to accomplish their trade, and we expect professionals to know which tool to use to achieve the right results. Generally we can say that a gardener uses a different set of tools to a brain surgeon, and we might get worried if they swapped tools and continued doing their day job!

In business there are a bunch of very standardized tools that are recognized across most sectors. We all know Powerpoint, Word, and Excel, or different variants of these. Most people have also become aware and able to use social media to communicate their message, and know that it’s no use simply having a brilliant idea if no-one knows about it. So how do you use the available tools within platforms to reach people?

Define your audience

Well the starting point has to a definition of ‘people’. That is, who the heck do you want to reach? Please don’t tell me ‘the whole wide world’, because that will never...

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Digging for diamonds

In the late 1930s a new word entered American English: Dumpster. It was a shortened form of the name of a large trash container called the Dumpmaster, made by the Dempster Brothers manufacturing company in Tennessee. Dumpsters soon became the almost universal way of collecting large amounts of waste, and somewhere along the way the redistribution of that waste became known as ‘Dumpster Diving’. Yes, people would walk past a dumpster and see a perfectly good chair in there, climb in and reclaim it. Or books, or lamps, or anything. Now in cities around the world, dumpster diving is the way many street people get their daily meals.

Also along the way, journalists, private detectives and anyone interested in exposing secrets, learned that dumpster diving was also a prime source of useful collateral. Offices would throw out files of private client information, and the trash of Hollywood stars would be raked through for interesting correspondence to sell to the tabloid...

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