I make no apology for using Jade Goody for my central message this week - I know there are many people out there who will be fed up with hearing about her, her life and now her death and particularly there are some who feel that she should have lived her final days without media intrusion.

I hadn’t always felt this way - and along with the nation, I laughed at her with her incredulous lack of knowledge…. she really did believe that “East Angular” was abroad and Rio de Janeiro was a person. In spite of her lack of obvious intelligence, she managed to remain in the limelight ever since her passage into the world of showbiz on Big Brother in 2002. Her Behaviour in the Celebrity Big Brother House did not shock me as it did so many others - I still believe that Jade was simply unaware of what she was doing - she perhaps wasn’t capable of analysing her actions and as for thinking before speaking… forget it! This is perhaps why Shilpa Shetty forgave her so easily.

In the last few months, Jade has managed to achieve so much for so many:

1. National awareness of Cervical Cancer has risen exponentially - no longer will women of any age particularly those in their 20s - believe that it “won’t happen to them”…..

2. There has been a 20% increase in the number of women requesting cervical smears in the last two months alone

3. For her sons, Jade has managed to secure their future - financially speaking - by selling her Wedding for £1million pounds and has probably amassed much much more for all of the publicity she has received - including, I am sure, future book deals.

Why not?

Jade recognised her strengths and even when she knew she had a limited time left she played to them like a true professional.

1. We should treat every day/week/month as though it is our last… evaluate your strengths and utilise them to the absolute best of your potential

2. Set yourself a goal - and be absolutely focused - you will be amazed at what you WILL achieve

3. If others can benefit from your determination - then it will make your success even greater

4. Don’t put off until tomorrow what you can do today

Last week I had occasion to go to BBC Television Centre in Shepherd’s Bush.   As I approached the building I realised that I was actually quite excited about the meeting and the feeling only intensified as I was sitting in the Reception area.   I sat in quite a strategic place so that I could “people watch” but sadly failed to see anyone remotely famous!.      The meeting took place in the BBC cafe and again I found it really exhillarating to be there - not just the fact of who else may or may not have been there - but just because it was new and different and interesting.

As I drove home, I wondered just how long would it take for me to become used to this situation - how long it would take for me not to consider it not be a thrill and a privilege and for it to become the norm and quite simply ordinary.

It made me realise that is how we probably all become in our business and our daily lives - everything becomes the norm - yet to be successful and to continue forwards, we need to hold onto those initial feelings we have when something is new and exciting and different.

A typical example of this is to remember how you felt when you first met your partner and those initial “head over in heels in love” days…….  But of course, more importantly, we need to remember that we need to instill these feelings into every single one of our customers all the time.   To create a new and interesting and different experience - one that quite simply, is thrilling.

1.   We need to remember that our customers have a choice - they can use us time after time or they can go  elsewhere.    The challenge is to ensure our customers don’t want to go elsewhere - ever.

2.   Regardless of how long you have been doing what you do - you need to remember how you felt on your first day, when you met your first customer, when you issued your first invoice and when you received your first payment.    Make every day like a “first day” and you will be amazed at the results.