So far, so good. These words have all been drifting around the marketing consciousness for the best part of the current millennium. Before I rushed to buy the book, though, I took a look at the website to see what went on at the 7 Graces Global Conference at the end of June in London.
I was rather dismayed to see that there had been some kind of confusion or misunderstanding, necessitating a 31 minute video from Lynn Serafinn. I haven't listened to it all, but surmised that it was all about that old chestnut from the playground - who's going to be the leader.
I do feel a degree of sympathy - if you preach collaboration, directness and transparency, then you need to play these out. You can't just solve disputes with "because I say so."
But I have to admit that just a few minutes on the site drained me of energy rather than inspiring. I yearned to go back to snappy jingles, Schadenfreude- based humour and catchy slogans.
If I want to assuage my bad conscience again, I'll just reach for John Grant's excellent "Co-opportunity".
When I was little, I wanted to be a spy. I got off to a good start, studying Psychology at Trinity College, Cambridge but somehow got side-tracked into the wonderful world of advertising and marketing.
My children's books: