Survey, schmurvey


I was pleased recently when i received an email telling me that I was among the top five per cent most viewed profiles on Linked In. Then I got to thinking.

And what I thought was this: this is one of those meaningless stats (like the fact that you and I are among the richest one per cent of people ever to have lived.) Effectively, if you make a pyramid whose base is that broad, then even the top five per cent is going to be enormously broad.

Linked In is claiming something like 400 million active users at the moment. But if the top five per cent of them are as inactive as I am, then the network is in trouble. I reckon my profile has been viewed less than 400 times in the last eight months or so – and that puts me in the top five per cent? What does the bottom five per cent look like? No one knows, because no one has ever looked at them. (They’re like those silicon-based life forms in the black depths of the ocean…)

And then I started to think like an advertiser, and I thought that if I was one, I probably wouldn’t be bothering with Linked In just yet, because it’s just a lot of big numbers with very little action. And that worried me a bit, but not as much as it would if I was working for, or worse still, if I owned a piece of Linked In. They need to generate more action among their users. And that’s going to take better strategies, better data and better creative ideas. (See, I didn’t say ‘content’ at all.)

But it isn’t all bad, because later the same day, a friend of mine swanked over to say that he was in the top ten per cent of the most viewed profiles on Linked In. Oh how we laughed.Image


How we gave the cycling solicitors a purpose…

When Tom Reynolds and Mike Macdonald came to us, they had what you might call a problem. They were respectable personal injury lawyers, but their branch of the profession had been taken over by cowboys. (Think the baddies in the Magnificent Seven.)

They needed a purpose. We helped them find it as

They were both keen cyclists. They cycled to work every day. The roads in London are a menace. One in every 134 cycle journeys end in a casualty. Most people just complain about it. But Tom and Mike could do something about it because they were lawyers. They could hit bad drivers where it hurt – in their pocket – and they could get the potholes filled in.

So the Cycling Solicitors were born. And to show how serious they were about their work, they promised to take action to cure potholes. All other cyclists had to do was report a pothole to them, and they would use their legal skills to get it filled in for free. It’s early days yet, but they’re already getting the potholes filled in.

If you’re a cyclist, or just hate potholes, you can report one at – you can even upload a picture that will appear on this lovely map, part of a brilliant campaign created by the mighty Mr Felix Trunk. So spread the word and share the link, and let’s stand up for cyclists.