I visited a website a few years ago, where I was confronted with a revolutionary (to me at least) notion: “There is no such thing as sustainable growth in a world of finite resources. It is utter nonsense.”

That blogger was right. Ultimately, growth becomes unsustainable – no matter how sustainable we try to make it. We simply run out of resources to fuel it. Which leads me to the following prediction: over the next decade, many of the ideas we accept as true (or simply accept because we can’t be bothered to examine them closely) will be relegated to the dustbin of intellectual folly, where they will share space with the flat earth theory, perpetual motion machines and sundry other curiosities. In fact, if activity in the blogosphere is anything to go by, there are no sacred cows. The principles of economics that have governed us since the 1930s – which are predicated on the idea of perpetual growth – are now under attack. As communicators, we should understand that these forces will fundamentally transform the way we reach out to our audiences.

To those who are willing to accept new ideas – or indeed generate them – a world of opportunity opens up. But where can we you find the information you need to help you navigate? You’ll doubtless discover sources that resonate with your own thoughts. But here are three that have given me plenty to think about over the last few years.

• www.neweconomics.org (where you’ll also find a 128-page, downloadable pdf titled The Great Transition.)
• www.chrismartenson.com (a website dedicated to explaining how economics, energy and the environment interact.)
• www.oftwominds.com (a site run by Charles Hugh Smith, a free-thinking writer, designer and blogger.)

According to radical interpretations of the Mayan Calendar, December 21, 2012, is doomsday, the end of the world, goodnight. But if you’re planning on sticking around for December 22, you can seek comfort and enlightenment in Wikipedia. Apocalypse or not, there’s no denying that over the last three years, the world has stumbled from one crisis to the next.

First came the downfall of Lehman, which nearly brought the global monetary system to its knees. Next we had act one of the Greek debt debacle. Then it was back to the US and the downgrade of its debt. And now the storm clouds are gathering over Europe again, and we’re left wondering whether the entire Eurozone is about to implode. But what has any of this got to do with communication? A lot. Communicating to an audience during times of uncertainty will mean having to rethink our toolkit significantly. We will have to be candid, consistent and clear – perhaps more so than we feel comfortable with today. But that’s just the start. Above all, we will have to be generously useful (or usefully generous, if you prefer) to an extent that we might find downright frightening today. But in crisis there is opportunity. An opportunity to be a leader.

What resonates with one generation can easily alienate – even horrify – another. Imagine trying to sell a household appliance today with an illustration of a happy housewife complete with apron and duster! You’d be pilloried in the press, boycotted and probably sued. Successful communication reflects the zeitgeist and taps into its energies. What’s shaping our world today?

Technology, for one, which is advancing at an ever-faster rate. But I think there are three other drivers that will define our world – and how we communicate – to a greater extent than technology. The first is the rise of Asia, led by China. With a population of more than 1.3 billion and an increase in GDP of around 10% annually, China is slated to become the world’s largest economy by 2020. In Sweden, we’ve already seen the impact of her meteoric growth: Volvo, an iconic Swedish brand, is now Chinese (and Saab – or what’s left of it – may very well become Chinese, too). But what do we really know about China or the rest of Asia? Next to nothing – at least according to those who have some knowledge. So, a good starting point for our journey of learning about China and Asia could be with the following two illuminating talks:

• Martin Jacques: Understanding the rise of china
• Hans Rosling: Asia’s rise how and when

Sponsorship. It’s a tough industry these days. Throughout Europe the changing tides can be felt as companies review their marketing mix and the way they allocate marketing budgets. Sponsorship has had a rough ride but can still be a good way to draw attention to a brand directly in front of its target audience. Get it right and the rewards are huge.

Isn’t it strange then that with London 2012 just around the corner, James Ellington, a British Olympic sprinter, is finding it hard to secure sponsorship? Describing himself as ‘Britain’s fastest sprinter without a sponsor’, Ellington has taken matters into his own hands and auctioned his sponsorship on eBay. Having overcome a history of injuries he’s run some lightning quick times this season, becoming Britain’s fastest 200m sprinter at a non-altitude event with a time of 20.52 seconds. He believes he’s peaking at the right time.

In a world where people are not quite so keen to speculate as they once were, many agree with James. In fact 72 bids have so far been received on eBay and the reserve price has already been met. It’s innovative ideas like this that help real talent like James achieve their dreams and companies seize opportunities that can harness some serious added value for their brands.

Want to place your bid? then go to:

http://www.ebay.co.uk/itm/ws/eBayISAPI.dll?ViewItem&item=120825449736#ht_500wt_1171

We wish James all the best in his preparation for London 2012.

Sorry about confronting you with yet another choice. Having just read an excellent article on decision fatigue, I realise there are too many decisions in your life already – and in mine, too.

Today, most of us are overwhelmed by the number of choices – from the huge ones that have been with us through the ages to the mundane. Or put it another way, from ‘Do we start a family with the person we’re currently dating?’ to ‘Do I want a small or medium latte?’ As researchers are discovering, once we get beyond a certain point, we make a decision – any decision, even a bad one – just to lighten the burden. Naturally, this growing phenomenon has huge implications for marketing. But that’s a discussion for another day. On that note, I’d like to thank you for actively choosing to read this short article.

Here at Sandberg Trygg we are obsessed with making sure that we communicate effectively with our target audience. But that doesn’t mean that everyone understands what we are saying.

Last week I read the true story of Henri Winkler, the actor who played the high school rebel ‘Fonzie’ in the US comedy series Happy Days. For those who remember him, Fonzie was the ultimate loveable rogue. And could be often found sitting aloft his Harley Davidson acting ‘cool’.

What viewers didn’t know was that in reality the story couldn’t have been more different. Winkler suffered from dyslexia. He spent many unhappy years at school finally being diagnosed with the condition when he was in his mid-thirties. Getting a licence to ride his beloved Harley was pretty much impossible. Dyslexia can affect both letters and symbols.

After years of been told he was ‘no good’ Winkler perfected his own way of reading Fonzie’s lines despite finding it incredibly challenging. He adapted and did it on his own.

We often read about people who are using their celebrity to leverage even more wealth, status and adoration. Winkler, however, went on to write stories and teach children with dyslexia. He also helped increase awareness of the condition through the publishing of his books. The main character, Hank Zipzer, is based on Winkler’s own childhood experiences and he has toured across the USA & UK reading to schoolchildren.

Last week he was made an OBE by HM Queen Elizabeth II in recognition of his efforts in the UK. His comment: “Just because we learn differently does not mean we are not incredibly smart human beings. That’s something I need every child to understand.”

Real inspiration from a real Hollywood hero.

Check this out:

Christian Boer, a graphic designer with dyslexia, has created a font called “Dyslexie” that is designed to emphasize the differences between similar letters to make it easier for dyslexics to read.

Find out more at: http://www.studiostudio.nl/project-dyslexie/

As we know all too well at Sandberg Trygg, global campaigns are rarely easy. You have to find a message and a way to express it that resonates across all your markets – without being bland. But what works on one audience, may confuse (or even offend) another. As Volkswagen discovered in 1998, when the company revived its classic Beetle.

In the US, the original ‘bug’ became hugely popular with the hippie counter-culture of the sixties and seventies, providing mobility and, in the case of the VW bus, an instant crash pad. So, what could be easier – or more obvious – than to re-launch the brand to a fanfare of hippie nostalgia. Unfortunately for VW, the campaign didn’t travel too well. Europeans didn’t see the Beetle through a haze of marijuana fumes, free love and draft dodging. On this side of the Atlantic, it was perceived as a functional and fuel-efficient car – neither more nor less. Of course, it’s also widely known in Europe that the driving force behind the Beetle was Adolf Hitler, a man with poor hippie credentials.

For the launch of the next version of the Beetle, Volkswagen has dispensed with flower power and concentrated on performance. Whether or not that will convince a new generation of buyers remains to be seen. If you want to know more about cross-cultural communication, there’s no better person to talk to than Barbara Walton, whose job it is to ensure ideas make sense – and ultimately money – all over the world. You can reach her at

Almost all B2B sales are built upon a personal dialog. But up until now most sales people have used static material such as brochures and product leaflets. And many PowerPoint presentations have been nothing more than a modern form of overhead leaflet. However, new technology is opening up completely new possibilities for meaningful conversations with customers.

Imagine that you want to produce a brochure that a salesperson can take to a customer meeting. Would you include a long and informative text or a short text that stimulates interest? The answer always is: It depends.  Some people love to read a long technical spec while others want the bottom line delivered within a couple seconds. And it’s highly likely that these individuals work for the same company but within different roles.

Now there are gadgets that turn this argument on it’s head and thus it becomes rather irrelevant: tablet computers.

Many salespeople already have an iPad or something similar. If not then it’s a purchase that many are considering. A tablet computer can be activated in a split second and is even suitable for using as a presentation tool during a working lunch. Who wants to lose those valuable minutes in today’s hectic world?

Indeed the tablet computer is a brilliant tool for producing brochures that are suitable for a wide variety of customers. When a salesperson holds the tablet in a horizontal position he or she can choose to show interesting offers which quickly illustrate customer benefits. Then all that is needed is to turn the tablet to a vertical position for a more in depth explanation in the form of longer text, technical data, links to animations etc.

With new technology salespeople together with their customers can take a unique journey together and strengthen their relationship in the process. And the customer can continue that journey long after the meeting is over. Maybe with some of those colleagues which are involved in the decision-making process. At the same time it’s worth being a little cautious. These gadgets are themselves quite magical but for customers the magic itself still lies within what you say and how you say it.

But that is what is commonly referred to as a ‘luxury problem’ wouldn’t you say?

Hoi An, a petit town at the heart of Vietnam’s ancient kingdom, lies midway between Hanoi in the north and Saigon in the south. Rickety French shophouses, still standing up to the savage seasonal lashings of rain and wind, bear witness to the country’s colonial past. As of course do the ubiquitous patisseries, laden with baguettes, pain au chocolat and a host of other mouth-watering edibles.

Knowing me, I was probably looking for a slice of France when Mr Duc’s wobbly sign caught my attention. It was love at first sight.

After months of travelling in Southeast Asia I firmly (and cockily) believed I’d become wise to its gung ho advertising culture. And yet here was a street sign, with its untamed typography and buoyant promises that snapped me out of my preconceptions and made me laugh out loud. So I turned a sharp left on the curb.

I never did get to meet Mr Duc. However, his wife and sister-in-law not only coaxed me into hiring a ”motobite”, but saved my life by giving me a crash course in the gunslinging ways of Vietnamese traffic.

Before leaving Hoi An, I asked the ladies why Mr Duc’s display carried no mention of the complimentary coffees I’d enjoyed, or the generous discount on the laundry service.

”No enough room on sign!”

You know the feeling. Whenever they play the national anthem and hoist the flag, you get a lump in your throat and your chest swells with pride. Your country is simply the best. But what do people from other countries think?

Nation-Branding, an organisation that works with the ranking of country brands, publishes an annual Nations Brand Index. The United States holds the top spot for 2010, followed by Germany with France in third place. Sweden comes tenth. One reason for the high ranking is the large number of iconic brands with Swedish roots – IKEA, H&M and Volvo to name just three.

Another reason (apparently) is that Sweden is the only Nordic country that isn’t mistaken for any of its neighbours – much to their chagrin, no doubt. Which means Sweden gets extra (unearned) points for companies founded in other Nordic countries, like Denmark’s Bang & Olufsen, Lego and Carlsberg, and Finland’s Nokia.

Back to the list. What will it look like in three years? In five years? In ten years? As ever, only time will tell.