Many years ago, I was asked to speak at a planning day for a service at which I had just started.

I was asked to give a ‘consumer assessment’ of the service. I guess they wanted a reasoned point-form description from a consumer perspective which could be folded into the ‘wish-list’ presentations of the other business units.

That would have been vaguely possible, but also very boring, vanilla and easily forgotten.

Instead, I chose to flip the narrative and give them an ‘assessment’ – so they got this.