One of the best things about being in an agency is the privilege of peaking behind the scenes in a wide variety of businesses and sectors. Being constantly delighted to discover that the world is a far more nuanced and interesting place than you ever believed it to be.

It turns out some things can be counter-intuitive. There was the call centre who launched an initiative to improve customer satisfaction, delivered all the right metrics, and saw customer satisfaction tank. There was the national healthcare chain who almost ruined their business by improving their website design & UX. And the global ecom brand who found they could shift palettes of expiring stock fast simply by putting it on their homepage.

Some years ago when the media outcry over food packaging was particularly intense I sat with a client concerned about the impact this was having on their business. Especially frustrating to them was….