Communication is our goal, not just our process

UK adults are hit with an average of 3000 messages each day. Allowing for seven hours sleep a night, that's more than three messages a minute, every minute.

To cut through and achieve communication, we have to do more than make announcements - we've got to tell stories. What is most important is not what we tell people, but what they remember.

Take this announcement regarding a 2007 US survey measuring public opinion towards Elvis Presley. It revealed that, contrary to received wisdom, just four percent of US citizens think that Elvis is still alive.

Interesting enough, we were surprised and perhaps you were too. But for us surely the real story here is that this means around 11 million Americans believe that in 1977 The King^TM was working undercover for the FBI to expose the Mafia in Las Vegas and when his cover was blown he faked his own death and went into hiding.

We're not arrogant, but if MK was forced to falsify the circumstances of our own demise, we'd probably plump for a slightly more glamorous exit than to be found slumped on the toilet, pumped full of drugs and with a half-eaten cheeseburger in hand.