This morning I read Seth Godin's brilliant blog post 'Cycle worse, cycle better' which ruminated that the best solution to a downward cycle is the up cycle. In other words, when faced with a spiral of negative behaviour the best course of action is self reflection followed by different behaviour.
Often the most effective behaviour is that which is entirely counter intuitive.
When I joined Microtel, many of the team were struggling to see how we would differentiate ourselves. After all, we had the same technology as all the other mobile phone networks. And of course, everyone was adamant that a mobile phone network had to have 'phone' or 'tel' in the name. That's just how it had to be.
But I knew we had to be different. We had to cycle in the other direction to be noticed.
Orange was born.
If you're cycling downhill, it takes a huge amount of effort to get off your bike and turn round.
But it's the only way to get to the top.