"It's not what the software does, it's what the user does" - Hugh MacLeod
“It’s not what the software does, it’s what the user does”
– Hugh MacLeod

Although I have a passion for technology, my business is about communication. It’s about using technology as a means to a communication end – enabling people to connect with and understand each other, and helping organizations realize the measurable benefits from a social approach to communication and doing business.

If you’re looking to connect with a communicator who can help you and your business understand how to build and develop genuine relationships with the people you want to connect with – whether those people are customers, employees, shareholders, journalists… anyone else you can think of – then we should talk.

We can talk about –

  • Helping you understand today’s social web and how to integrate social media into your traditional communication activities.
  • Working with you and your colleagues to help create an integrated communication plan.
  • Awareness-raising and educational workshops, seminars and presentations: getting everyone, whatever their level and role, up to speed about business transformation, workplace automation, social media and organizational communication.
  • Developing social media guidelines and policies for the workplace.
  • Hands-on proactive “how to” workshops on topics ranging from the tactical: blogging (internal as well as external), for instance, and podcasting; to the strategic: augmenting your intelligence, social media best practice and crisis communication planning, identifying online influencers (even microinfluencers), and more.

In short, we can work together in helping your business become transformational to be a social business. If you’d like to know a little more of what that means and why I think it’s a business imperative today, take a look at what I’ve been saying to organizations over the past few years in these presentation decks at Slideshare.

Of course, you’re seeing only the decks and not hearing what I said or addressed in Q&A sessions. We can remedy that in a conversation.

These are among the practical ways in which I can help you and your organization:

Immersive Workshops

Designed to raise awareness and understanding about business transformation and the coming age of automation, trends that matter to every organization and the role of social media in the overall business mix among specific groups of employees through an immersive and interactive approach to the subject matter, in half-day and full-day workshops.

Topics on which I have devised and led interactive workshops – both publicly and privately – include:

  • The rise of augmented intelligence (giving far more relevant meaning to the acronym ‘AI’)
  • AI and the automotive industry
  • Data analytics and actionable insights
  • How to make big data into small data
  • Broad technology trends that matter to organizations and their employees
  • Business blogging and how to do it
  • Helping your employees become social ambassadors
  • Podcasting for business
  • Brand communications and brand journalism
  • Content marketing
  • Twitter and other areas of influence
  • The future of PR
  • Wikipedia and public relations

The primary goal is to enable your staff to really see what social media can do for them and your business, and help them understand how to use such tools and channels to maximum effect.

Such workshops can have additional value when structured as part of larger events in your company, eg, annual strategy meetings for communicators or marketers. This is not a prerequisite, however, as I can work with you to design a workshop that fits whatever your needs and plans comprise.

Have laptop, will travel – I can lead a workshop at any location, anywhere. (A reminder: I’m based in the UK close to Heathrow, and I can travel anywhere.)

Online Seminars

Sometimes, it’s more convenient for employees to log on to the net from wherever they happen to be and participate in a short (30-45 minutes) or longer (one or two hours) online interactive session on specific topics related to specific situations.

So, for instance, a session on the strategic value of blogs in crisis communication planning could give corporate communicators useful insight into the role of social media in that particular situation, and aid them in their communication planning.


I have many years’ experience in facilitating, planning and organizing events, public and private, with a strong “digital focus” to support specific business goals.

The best experience example I can give you is The B2B Huddle, an informal annual one-day event produced by my Huddle partner Kerry Bridge and I that ran between 2009 and 2013 that brought together senior communicators and marketing professionals to exchange and share their experiences in social media in the business-to-business context. Participants chose whether to just come and listen to what others had to say, or stand up and share their own thinking during one of the open unconference sessions.

The expected outcome for everyone was new or renewed connections and actionable insights that they can apply in their business.

Each Huddle was sponsored by Dell together with specific venue sponsors such as Microsoft, Google and Oracle. In 2013, the final Huddle extended its scope with a special event involving one high-profile and influential individual – Brian Solis – in addition to the more usual one-day event.

One-to-One Coaching

Want to know how to use social networks to make your life oh-so-easy in managing information? Keen to try blogging but you’re put off by the seeming complexity of it? Or perhaps you’d like to try a practice hand at podcasting?

Whatever your need, I can come to your office or home (or hotel if you’re travelling) to help you get a good grip on the online tools that you do need to know about today. Trust me: you do need to know.

Project Management and Leadership

Sometimes, what you need right now is someone to come in on an interim basis and run a communication-related project for you.

It might be something that’s already in place but lacking an effective management resource for a fixed or longer-term period. It might be something that you’re just starting and need an experienced manager and leader to gets things done and take it forward, but not someone you want to hire full-time as a permanent employee.

Or it could simply be to maintain continuity during the absence of a key manager or leader, eg, for maternity/paternity leave reasons, an extended sabbatical, or an unexpected or inconvenient gap resulting from someone’s departure or other event.

Whatever your need in these contexts, I can be your bridge working with you as closely or independently as you wish, as a visible part of your team or in the background, at your location or at mine.

For any of these services, let me know your requirements and we’ll work together to create the right programme for you and your business. If you’re not sure what you need, let’s talk.

If your business needs extend into the more scalable and longer-term areas of public relations account management, then I can introduce you to trusted colleagues in the UK or USA.

I look forward to speaking with you. Here’s how to reach me: