How much information is too much, and is saying less always better?

Both arguments make perfect sense. Which is slightly inconvenient when you're trying to decide what to put on your website…

I currently have two businesses. In one of them, I spend a considerable amount of time in leggings, teaching Pilates, choosing music, choreographing things and occasionally persuading rooms full of grown adults to behave as though they're headlining Wembley. In the other, I sit at a laptop pulling businesses apart in my head. I look at websites, customer journeys, language, what they're trying to sell, what a customer actually experiences and why those two things aren't always remotely the same.

They don't exactly scream obvious career progression.

Then again, very little about my career does.

We naturally experience our businesses from the inside, where we can see all the work that goes into making something happen. Your customer doesn’t. They experience the version in front of them - and that’s the only version they can judge.

You can have a perfectly good product, people genuinely interested in it and marketing successfully bringing those people towards you...

...while losing some of them in the last few feet because you know how to get through the door and they don't.

Say somebody arrives at your website after finding you on Google at 10.47pm while half-watching something on Netflix, would you somehow expect them to arrive carrying all your business context with them.

Surprisingly they don't. They’re starting at the beginning…and businesses are surprisingly bad at remembering where the beginning actually is.

I did something last night that scares the absolute shit out of me.

I once went for an interview for an admin job and came out as Business Development and Marketing Manager.