Superquinn and the Sausage that lost it’s Sizzle

February 15, 2014
Superquinn - The Last Day

Feargal Quinn pictured with family as the Superquinn name is taken down

In marketing we often say “Don’t talk about the sausage, talk about the sizzle!

Instead of talking about the “thing” we talk about how it makes you feel, the benefits, the mood, the emotion, that sense of occasion.

A sausage according to wikipedia is: a food usually made from ground meat with a skin around it. Typically, a sausage is formed in a casing traditionally made from intestine, but sometimes synthetic. Some sausages are cooked during processing and the casing may be removed after.

Yummy.. Imagine marketing that product!

Ironically this week where we witnessed the last nail in the coffin of the once fabulous Superquinn brand we heard the MD of SuperValu, Martin Kelliher reassuring customers that the sausages would be retained!

Is that the very last thing to survive of the brand or does the sausage in some way represent everything that was once special about Superquinn for shoppers?

When I worked in Dublin for Guinness during the mid nineties I was living near the Clondalkin area. Even though I had my own music store in the Mill Centre in Clondalkin where there was a Dunnes Stores, my weekly grocery shopping was done in Superquinn in Lucan, a good 20 minutes away by car.

Somehow shopping in Superquinn just didn’t feel too painful (I hate shopping) because of the atmosphere, the store layout, the smells, the unusual selection of food, the food samples, the fabulous wine selection and the genuine friendly service. Of course the sausages were different and these were bought from time to time!

Feargal Quinn and his team were delivering a product and service at a level way above all other Irish grocery competitors, which helped to build the successful brand, Superquinn.

The Superquinn brand was built using a unique mix of ingredients just like their famous sausages, which they had clearly perfected.

Incredibly there is a support group for their famous sausages!

On this support group they say:

Superquinn sausagesIn 1976 Superquinn perfected the pork sausage, nothing else even comes close. If I was a pig I would feel privileged to donate my body to a noble cause like this. Following a trip to Germany in early 1976, Feargal Quinn decided that Superquinn would create the perfect sausage for Irish tastes. Superquinn butcher, Pat Kelly was the lucky man faced with the ultimate challenge

Feargal Quinn seemed to take this approach with everything he did in his stores – they were different and they were better.

Over time the other grocery chains improved, the differences weren’t as different as they once were and the special ethos that once defined Superquinn started to dissolve.

When Feargal Quinn sold the stores to an investor group who had no experience in the very challenging sector the once special sizzle started to disappear and the business went backwards.

Are you minding the sizzle in your business?

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin

Nature, Nurture and all things Equal

February 9, 2014

Men's 100m final Usain Bolt

All of the finalists in every men’s Olympic 100 meters from 1984 onwards have been black. Not only that but all have had their family origins  in sub-Saharan West Africa, whose inhabitants are genetically programmed to run fast.

Speed over short distances comes from fast-twitch muscle fibres, which contract twice as fast as slow-twitch. Calf muscles of elite sprinters have 75% fast-twitch. Half milers have 50-50 fast, while long distance runners mostly slow. Although slower they can endure longer, which might explain why Jamaica produces elite sprinters such as Usain Bolt but no long distance stars.

The fastest Jamaican 10,000 meter runner would not have qualified for the London Olympics.

The Sports Gene David EpsteinI was fascinated by the subject matter in the review of a book by David Epstein called “The Sports Gene” in a magazine called Oldies, on our way to Munich. (Oldies !! I know what you are thinking – what was Greg doing reading that? It just looked like the most interesting magazine on the shelf at the airport newsagent. Some fabulous articles in it.)

One of the central themes in the book was: Are we purely a product of our genes or can we shape our destiny by dedication and hard work?

This is a difficult topic as it forces you into areas such as race, genetics, gender in our politically correct world.

There are definite conclusions in the well researched book such as  “sporting prowess is in fact, usually down to your genes plus plenty of practice“.

Michael Shermer in his review of the book in the Wall Street Journal commented  “it was bound to put the cat among the pigeons with the blank-slate crowd who think we can all be equal as long as we equalise environmental inputs such as practice“.

There are things that some people due to race, gender or genetics are just better at and instead of fighting this we should understand it, appreciate it and even embrace it.

Whether it is sport, work or life instead of arguing and getting all riled up about the imbalanced percentages we should try better to understand why this is the case and explore if it is nature causing the differences and nothing else.

The most important thing for me is that if I want to run the 100 metres, become a ballet dance, operate a crane, play the drums, become a nurse, become a politician, or start a new business I can.

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin

When mistakes are good

February 4, 2014

Kolo Toure mistake

I watched in horror as the most experienced defender on the pitch gifted the ball to the West Brom striker (formerly from Everton, of course) on the edge of the Liverpool FC box.

Sure enough he buried the ball in the corner past Simon Mignolet to level the match – damn!

Typical ….after thumping Everton a few days previous in a really “tough” match 4-nil, we (when it’s your team you have to say “we”)  threw away a lead in a game we were in total control of.

In truth the game was too easy – it’s as if the players slipped into second gear waiting on the in-form Liverpool strikers Luis Suarez and Daniel Sturridge to score a few more goals against this very ordinary West Brom team.

The poor defender Kolo Toure hung his head in shame as he knew he made a huge mistake, which contributed to throwing away two valuable points.

The manager Brendan Rodgers was asked after the game about this huge mistake.

Instead of blaming the player he applauded the courage and bravery of the Liverpool defenders to play football instead of booting the ball aimlessly down the pitch. His philosophy is to encourage them to use the ball, pass it and play it forward intelligently.

He made the point that when you take this brave approach you do run the risk of making mistakes and that this one was the first all season, which actually cost the team.

While the mistake hurts deeply when it comes along he reckons it is a price worth paying for playing great football – in truth there is no comparison between the football Liverpool are playing now and some of the awful stuff from a few years ago.

I just left a meeting where everyone is petrified of doing anything because they will know they will get hammered if they make a mistake – the result …no one is doing anything!

To get the best results from your team do you have to allow some mistakes?

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin

Taking it too personally

February 1, 2014

Ireland dejected after New Zealand loss

“You just take things too personally”

This was said in some way to imply a criticism, that taking things too personally was a negative thing and that in some way it might even be a little unprofessional.

Maybe this is an issue and I wonder what the opposite might look like?

  • Not caring if you are on the subs bench
  • Not bothering when you don’t win a proposal that you worked your socks off on
  • Not being bothered when the manager takes you off in a match
  • Not caring if your clients project is a success or failure
  • Not caring when a team mate is taking abuse by an opposing player
  • Happily leaving a client take a route you feel won’t work
  • Not celebrating when you score a goal
  • Not caring whether your work colleagues get on or not
  • Knowing a team mate will go to whatever team pays the biggest money
  • Taking no notice when colleagues leave on the button when there are others under pressure
  • Not caring when a teammate is treated unfairly by the manager
  • Turning up and just doing what you are paid to do
  • Not being gutted when you deserved to win a match
  • Having no pride in the business
  • Feeling no responsibility for the club
  • Not being passionate about what you do

This list could go on and on …

Who do you want on your team?

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin

Big, Bold, Brave ….Belief

January 28, 2014

Teamwork.com

The .com domain name for Greg Canty gregcanty.com can be registered with Register365 for the total price of €8.95 per annum.

The .com domain is the big one, the universal one, which is easy to register and without any fuss. For example with the Irish domain .ie you need to jump a few hoops and at least make some attempt at proving that you or your business has a valid reason for being able to claim that name.

The frenzy at the beginning of the internet boom was the practice of some very clever people anticipating which domain names would be popular in the future. They purchased these in the hope that at some point in time they might earn a windfall when they could sell them off for big money.

A lot of domain names are still registered to people who will never use them and are still waiting for their big pay day!

According to Wikipedia the top ten most expensive domain names are:

  1. VacationRentals.com $35 million in 2007 
  2. Insure.com $16 million in 2009 
  3. Sex.com for $14 million in October 2010
  4. Fund.com 2008 £9.99 million
  5. Porn.com 2007 $9.5 million
  6. Fb.com by Facebook for $8.5 million in November 2010
  7. Business.com for $7.5 million in December 1999
  8. Diamond.com 2006 $7.5 million
  9. Beer.com 2004 $7 million
  10. Israel.com 2008 $5.88 million

It looks like the last big money transaction was in 2010.

What would make you pay this kind of huge money for a domain name?

  • It must be a core part of your brand and who you are – so much so that you can’t have anyone else using it and must get your hands on it
  • It must have huge earning potential in order to justify such a huge price tag – unless of course you have so much money that earnings are not a critical part of the equation

Even if these two elements are in place do you have the resources to pay out big money for a domain name and this must be weighed up against what you could do with this amount of money – could you make your existing domain name or a new name just as powerful if that fund was put being a marketing campaign?

Big, Bold, Brave

Teamwork LogoLast week I was at the Guinness Store House (a strange experience for me – I could see my old office from the top floor) for the launch of a domain name by a Fuzion client and great friends of mine, Digital Crew.

The guys have an incredible cloud based project management application called TeamworkPM, which only after a few years is creating a storm online and is quickly becoming the standard within the sector for managing projects.

These guys from Cork had paid over half a million euros for the domain name www.teamwork.com and were celebrating with friends and clients – at 9pm the new domain name was set live.

When I first heard this news I thought someone was pulling a fast one on me and when I realised it was true I wondered if they had totally lost their marbles!

This was certainly a BIG move, they are paying and playing big, they are thinking big (huge!) but then again they have a global product so it is a big market. What’s more they have big plans to develop a whole suite of products under the Teamwork name. 

It was definitely a BOLD move …they aren’t a Google, a Facebook, a Microsoft, a Twitter but this was a big bold move, which shows that they see themselves in that Premier league table.

BRAVE ….I’m not sure if I could have written that cheque!

To be fair to these guys this is isn’t the first time that they have been Big, Bold and Brave.

When Digital Crew were working on their core web development business and on some complex web projects they realised they needed a project management application to help co-ordinate their teams and the multiple tasks that were required. After playing with a few different applications online they decided ….these aren’t good enough, we can do better!

While ideas are great and we all have them, the guys got together at weekends and late in the evenings when the regular client work was done and starting building a new application.

After an incredibly hard slog the application TeamworkPM was ready, which they politely rolled out.

There was no immediate success but they interacted with customers, answered countless queries, joined discussions, tracked competitors, improved their product over and over and eventually they had momentum with some serious businesses coming on board and using the application – Walt Disney, Microsoft, EA Sports, Forbes and eBay to name a few.

Word of mouth, continuous improvements and dogged determination brought TeamworkPM to a point where the income from the application had surpassed their core business income.

They made an incredibly Big, Bold and Brave move to divest of their core business and put everything into their TeamworkPM application. Every month there is a big new feature added, which is a challenge they set for themselves.

Within a year they have added significantly to the team and even sent one of the founders to take office in New Zealand (poor Sam – we all know he hates the glorious weather and the beach!)so another time zone could be looked after.

While they have been making Big, Bold and Brave moves for a long time the decision to pay over half a million euros for the teamwork.com domain name is about something much more.

They have incredible BELIEF in what they are doing, in their own capability and in their vision. They know exactly where they are taking their business.

To Dan, Peter, Sam, Billy and all the Teamwork team …..thanks for showing us what Big, Bold and Brave looks like. My belief is your domain will be worth it!

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin

The blog about blogging

January 24, 2014

Blogging for business

I was in the Guinness Storehouse last week at a client event and two people I had never met before came up to me and started chatting to me because of blogs of mine that they read. One of these conversations was on the way into the loo!

One of these posts was about the Jobbridge scheme and the other was about companies undoing the good by overselling.

Yesterday afternoon I came across an incredible blog post via Twitter , which gave me huge insight into the life of a friend of mine.

It struck home to me once again the reach and impact that blogs have and how powerful this activity has been for me and for our business, Fuzion.

I’m dedicated to writing at least one blog post every week, which I publish and circulate across my different social media platforms. Typically I will write it over the weekend on the laptop or first thing in the morning like this one ..

You could be reading this post from an email or direct from my blog site or you may have stumbled across it as a follower of mine or Fuzion on twitter, a friend of mine on Facebook, a fan of the Fuzion business page on Facebook or maybe on LinkedIn, either as a status update or posted as a discussion post on a LinkedIn group.

In any scenario I write my blog post, which gives me the ability to reach a big audience across a variety of platforms.

Hopefully anyone who reads them will find the posts interesting (I vary them between technical marketing orientated posts, some business observations and some very random personal and other posts) and as a result will form some sort of an opinion about me and Fuzion. Hopefully these opinions are good and if the need arises for our range of services we will be in the frame as a possible provider!

Yes, that is a reason that I write them but I also write them because I enjoy writing, connecting and receiving feedback. I get a buzz from them … Sad but true !

My blogs are hosted on the WordPress platform, which is easy to use, is well optimised and it provides me with great stats and insights about how readers came to my site and which posts have been read the most (or least!).

In terms of ideas I use a little notepad on my iPhone where I jot them down when they come to me and when I have time I have a peep at my list …. sometimes I see these notes and I just can’t figure out what I had in mind when I jotted them down!

So …. The big question – why blog at all?

Here are my reasons why you might consider it –

Social Media Noise – it is hard to grab attention online at this stage as it is a very congested place. By generating your own (hopefully quality) content you can stand out.

Expertise – what better way to demonstrate your expertise about your business than writing about it?

Passion – if you are passionate about what you do, your blog is a terrific way to demonstrate this. Passion is hard to hide!

Optimisation – at a very practical level if you write online about your subject matter enough and use the right keywords and follow some simple SEO protocol you will be found much easier by people searching

Writing Skills – blog writing sharpens your writing skills and it also helps to formulate your ideas and thoughts properly around your topics

Idea generation – once you commit to a blog a week/day/month you will be surprised how ideas come to you and how much sharper your mind gets after a while

Testing topics – you can gauge media potential for a topic through a blog post

Rant! – sometimes you might need to take on a topic or issue online and writing a blog and distributing it through your social media platforms can be extremely powerful.

Business – if you do it right with a clear focus and some patience your efforts will result in new business

Personality – your blog is a great way for people to get to know you, understand you, see what motivates and inspires you and possibly wish to do business with you. The platform gives you an opportunity to be less formal on a website for example.

Social Media Raw Material – After a while you will build up a bank of blog posts, which can provide valuable material to feed your hungry social media platforms. Many of your blog posts, depending on the topic are capable of being recycled – great tips and advice will not date.

This prize is there waiting for you (most of your competitors surprisingly won’t grab it) so it is up to you to seize the opportunity and be the one in your sector who is winning by blogging.

It might feel strange at first but like everything practice makes perfect and in no time at all you will be flying ..

Go on …you are just one click away!

Check out Tips about Blogging and Making some Noise

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin

Complaints make Great Gifts!

January 20, 2014

Complaints make Great Gifts

“Can I meet you in the morning” was the request.

Oh no.. from the tone I felt a complaint coming – I wondered what was wrong.

This was a really good account and we were just at the early stages of working with this client. The project was quite complex, which involved quite a few members of our team.

There were quite a number of elements to the project including graphic design, web design, social media, event management, internal communications and PR. We pride ourselves on being able to handle all of these in-house, which is a real strength of ours.

Our team had been briefed well and each of us were working diligently on our own part of the project and liaising directly with the client.

Our relationship had started off in a really positive manner so I was really concerned and confused that something could be wrong.

We met and sure enough our client expressed a concern about how things were going with the project.

The client’s problem was really simple – While we were all quite clear about what we were doing he was overwhelmed by the correspondence and interaction from so many people on so many different aspects of the project. Collectively we were able to handle the huge variety of tasks but this was just way too confusing for him.

To alleviate this problem we arranged that all of our correspondence would come through just one person and we organised it in such a way that we were only dealing with one aspect at a time – while this did not seem like the most efficient way of dealing with things for us it was the best way as it worked for him.

This approach has been working out great and the project has been progressing really well since.

While we all hate complaints they are in fact precious gifts.

A customer instead of staying silent and suffering with a scenario that isn’t working for them has taken a huge step and communicated that something is wrong.

Take the complaint, listen attentively to it, understand it, embrace it and deal with it – complaints are precious gifts that can only make you better.

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin

Get it in writing!

January 18, 2014

Guinness - Pension Dispute

Now that was a very strange week …. amongst some great things that happened it was the “week of the pensions” and once again I learnt a huge lesson!

The last place I wanted to be this week was the Cork Court House but this is where I found myself – I stood there on Wednesday afternoon on the first floor having a consultation with my solicitor and barrister. This related to a complication to do with my pension with Guinness Ireland, which had never been sorted out.

I remember that day in 1999 when I handed in my notice to Guinness to return to Cork and take up the General Manager role at Nash Beverages, a Heineken owned company. I had been with Guinness in Dublin for three years and before that I had worked for a Guinness owned subsidiary called Deasy’s in Cork for six years.

Leaving was a hasty affair as effectively I was moving to a competitor of Guinness so my last day at St.James Gate was the day I handed in my notice. To be fair to them I was given time that day to say my goodbyes to the many friends and colleagues that I had made during the nine year period and later I was given a really great night out by the team I worked closely with.

There was a little niggle in my mind that day about my pension – at the time there was a rule with the Guinness pension scheme that if you left the company before completing five years of service then you would have to sacrifice the company contribution element of your pension. As this was nearly 8% of my salary for the three years I was in Dublin it was a significant amount.

Ironically two years later the pension laws of the country changed and such “loyalty penalties” are now outlawed (two years service is the criteria, which probably reflects a changing work environment where people move between jobs more frequently).

As I had been part of the Guinness “family” for nine years I hoped and assumed that this loyalty penalty would not be imposed in my case so I felt I needed some reassurance.

Guinness - St James Gate In the course of my time there, including the time I was in Deasy’s  I had built up a strong relationship with a senior member of the Guinness team, Paddy Gallagher who looked after these matters. Paddy was always a real gentleman to deal with and down through the years we had many chats about many things.

I remember he have me his theory about bosses one day – There are three types he told me. Ones you love, ones you hate and ones who are neither here or there. If your career works out evenly between each of these three categories you are doing well!

While I was doing my round of goodbyes I wanted to say goodbye to Paddy when I was also able to mention my pension issue to him. He assured me that this would not be a problem and to leave it with him.

That’s what I hoped he would say ..phew!

Two years later, when I was called as a witness in a High Court Case that my former Deasy colleague and best friend Tommy Doyle had taken against Guinness I once again met Paddy. As it turned I played a part role in mediating between the sides, which was finally settled.

Paddy brought up the subject of my pension that day and again assured me that it would be sorted – I was glad to hear that because at this stage I had absolutely nothing in writing other than a email between pension people suggesting that my employment was being treated as continuous,

Unfortunately Paddy retired shortly after the time of that meeting and the responsibility for pensions was passed from one person to the next and eventually to some department Scotland.

It took me until 2007 to finally get a statement from Guinness – this came after a litany of phone calls, emails and eventually I had to resort to letters from my solicitor. Unfortunately the statement confirmed my worst fears and what I was assured would happen never actually did.

The sums involved were too significant to walk away from so unfortunately I had to take the legal route in an attempt to resolve this misunderstanding. (I  only recently discovered there was an official complaints process, and the Ombudsman route which would have been less painful and costly).

So here I was, fifteen years after leaving the company standing with my barrister and solicitor to review the case, which was due to be heard the next morning – Guinness had made no offer or no hint of settling and were instead threatening compensation for their costs . €50,000 was mentioned !!

If I walked away now, dropped my case and agreed not to take the case to the pension Ombudsman they would agree that I would not be liable for their costs, just my own…

Can you please explain why I am hearing this now – surely I have a strong case?” I was dumbfounded.

Get it in writingIt’s simple” the barrister explained. “You don’t have it in writing and we have been assured from the other side that Paddy Gallagher doesn’t recall giving you any such assurance about your pension. This is all about what we can prove”.

“We are more than happy to run the case but there is a big risk and you could get caught for their costs if we don’t win”

I felt I had a good case, a few supporting pieces of evidence and it was clear to me that with my paper trail I could demonstrate that Guinness handled my pension file and all my enquiries badly. All true but sadly not enough to confidently win a case.

I felt I just couldn’t take the risk and I really didn’t want to get tied up in court, calling in experts and witnesses including Paddy so I reluctantly decided to take the offer. It killed me to sign the agreement including the waiver the other side insisted upon about the Pensions Ombudsman (surely that is a right you have?).

I must admit I was really upset so I headed up the street to Reidy’s Wine Vault for a stiff drink to calm down and I dug deep looking for some positive lessons to take from this debacle:

  • Look for any other possible route to sort something out rather than the legal route
  • Try to establish the strength of your case as early as possible before getting sucked into the process
  • Forget about fairness and promises, concentrate on proof

My biggest lesson is that even in a scenario where there is a lot of trust, friendship and understanding you still need to “Get it in Writing” to protect yourself.

I thought once again about that whirlwind last day in Guinness and my chat with Paddy.

Don’t worry Greg, I’ll look after that for you”

“Thanks a million Paddy, I appreciate it” ..I’m guessing that’s how that chat went

Under the circumstances I would have found it really difficult to say “That’s all well and good Paddy. Do you mind if I waited here in the office  while you put that in writing for me”.

While that would have been an awkward and uncomfortable moment it would have been a lot less painful than what followed.

I turn on the news on the way home and I hear about the incredible and disgraceful CRC revelations about the secret Paul Kiely €740,000 pension payments – did he have something in writing I wondered?

That was a strange week!

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin

Support Beam Advice

January 13, 2014

Support Beam Advice

I know you don’t like that big beam and you want to remove it but you can’t – It’s a support beam. Take it away and the building falls down

That’s black and white advice you just wouldn’t ignore and you would have to accept.

When advice like that comes with such a critical consequence you just have to follow it, and in a way it makes it really simple to take on board.

Often we give specific advice to clients, which we believe is critical to the success of their projects or business.

It’s really problematic when the person you are advising just won’t take the advice on board. Because no building is falling down as a consequence sometimes they ignore it because they feel they know better, they have a strong resistance for some reason, someone somewhere told them to do something else, they want to save money or they just have some other reason for digging in and not taking what you say on board. Often a course of action might simply take them out of their comfort zone.

In our case it could be advice around one or more of these elements:

  • A business name change
  • Branding refresh
  • Merchandising and POS
  • A new website
  • Optimisation of the website so you will be found on Google searches
  • Engaging on social media regularly
  • Dealing pro-actively with a  crisis PR situation
  • PR for successful initiatives or good news
  • Commissioning professional photos
  • Creating an event to generate interest
  • Profiling the individuals as well as the business
  • Supporting  campaigns with advertising
  • Allocating sufficient budget to campaigns

I found myself chatting to a new client recently and we were reviewing their proposal.

The client was very reluctant about one really important element in the plan, which I felt was critical to the success of the campaign. For me if we didn’t do this element the plan would definitely not work.

After a long conversation and some unsuccessful persuasion I had to change my approach.

Imagine I am your engineer and this is your house we are talking about. This element that you don’t want to go with is a support beam. If we take it away your house will fall down. Do you get my point?

The penny drops …

If your client won’t take your “support beam” advice then maybe you should just walk away – you don’t want to watch a house falling down!

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin

The Hug Test

January 5, 2014

Hugs at work

It’s New Year’s Day and that end of the long break/going back to work cloud descends on me as it always does.

I love the Christmas break, possibly even more than the summer break and when it comes to an end it does bother me even though I love what I do – those days of doing nothing, hanging around the house and relaxing are so enjoyable but at some point you have to get back to reality.

When I started to think more about the first day back I started to look forward to seeing our crew again. While the break was great it would be good to see them all again and catch up.

During the course of a year we spend a lot of time together and it’s natural that you get to know everyone quite well and you do form special relationships, even if it is predominantly in a work context.

The more I thought about seeing the crew again I thought about greeting them after not having seen them for the best part of two weeks.

For me the natural greeting for each of them would be a hug – a genuine warm hug, which reflects how I feel about all of them.

I would hate to be heading back to work and to be meeting anyone in our team who I didn’t like, who I didn’t feel any connection with, who I preferred not to spend time with. That would be awful and in the course of my career I have been in that place more than once.

My cloud cleared and I was now actually looking forward to getting back to work.

Will your first day back at work pass the Hug test?

Greg Canty is a partner of Fuzion

Fuzion are a Marketing, PR and Graphic Design agency in Ireland with offices in Cork and Dublin