GUEST BLOG: So, you want to be remembered? 6 Steps to Sticky

What makes some messages more memorable than others? Is there a model you could apply to crafting your business messages to make them more ‘sticky’? In the best traditions of the Summer Holiday booklist, I’m going to recommend a book that I think you should take along on your holidays. The book is called Made to Stick by Chip & Dan Heath. 

Good ideas often fail because of bad communication.

It’s a frustrating experience that everyone has experienced. You develop an important strategy in your company or a new business idea. You communicate it to your customers or staff and it promptly fails to get their attention. There’s no change in behaviour and the business suffers. All your hard work is for nothing – all because you didn’t craft a memorable message.

So, is there a model you could follow to help you to make your ideas stick? Or is the business of creating memorable communications best left to the experts in expensive Advertising and PR agencies? The authors advance a compelling argument to show that anyone can develop memorable messages. They show you how to engineer stickiness into your communication by following 6 principles.

What is the core of your idea? Can you pare back the idea to the simple and central truth? Simple doesn’t mean easy! The process of distilling an idea down to a central core truth is hard work.

Violate people’s expectations. Surprise them. Most of us have mental models that help us to quickly navigate the myriad of situations and information we encounter everyday. If you can break through that with a surprise, then you can build in some extra memorability. 

Concrete language makes the idea easier to remember because our brains are hardwired around concreteness. Proverbs use concrete language “A bird in the hand is worth two in the bush”. Using this type of language allows us to quickly communicate a complex idea in a memorable manner. 

How do we make people believe our ideas? Often we don’t have personal or commercial credibility that we can leverage. Can you get access to third party sources of credibility? Have you data to support your message? There is great power in detail. 

In the previous section I focussed on getting people to believe that your message is credible. This principle is about getting people to care. Not every message will lend itself to an emotional appeal. But there are a surprising amount of business situations where a light touch appeal to the emotions can be very powerful. It’s not about trying to create ‘tearjerker’ moments; rather it’s about getting people to care. When people care, they act.

Right now using stories in marketing is a very fashionable thing to do. Why is that? Well a story is a useful construct for communicating ideas. Over thousands of years, humans passed on complex information and lots of details in an oral tradition and that hardwiring is still there today. In other words, stories help us to remember stuff better. The authors show how stories can provide information about how to act in a given situation along with the inspiration to act. That makes stories a very powerful tool for building stickiness into your messages.

Creating memorable communications is not easy or quick. It takes time and effort. But there is a checklist and you can use it to stress test your ideas. To see a room full of people who are engaged with your ideas or to see market traction in the form of increased sales based on a powerful new marketing message is deeply satisfying. Building a memorable message is a hugely powerful agent of change in every aspect of your business. Is there a more important challenge than building a memorable message?

Made to Stick is filled with a wealth of ideas and stories to help you to get started on building more memorable messages. Enjoy your holiday reading!

About David O’Leary

David O’Leary, Partner, BMI Lab, has been helping businesses develop unique value propositions to grow revenue for over 20 years. BMI Lab is a consultancy that helps businesses unlock powerful new growth through innovation and digital strategy. We use leading edge tools such as Design Thinking, Business Model Innovation and Hidden Needs Analysis, to cost-effectively create and deliver new value for your customers while establishing innovative business models that capture sustainable value for your company. 

David has worked with many successful brands & companies over the years including; EY, Bank of Ireland, Aon, United Nations, RTÉ, Bulmers & Jameson. 

David’s focus has always been to deliver sustainable growth grounded in innovative thinking. He believes that he understands the ups and downs of both large organisations and start-ups based on his own experiences as Founder & CEO with companies such as Ripple Platform – an EI HPSU Technology Start-up – and 8020 – a leading digital marketing agency.

t: +353 (0)87 203 8148  | e: [email protected] | |



GUEST BLOG: 7 Everyday steps to Becoming a more Effective Leader

Great leaders tend to have great habits, disciplines, they understand that positive action will get them the results that they want. A leader doesn’t take the easy route, he takes the right route. Leadership is about inspiring action, lighting a fire in others to fulfil a vision. If you would like to become a more effective leader, here are some steps that you should take to help you stand out from the crowd.

1. Get Organised

Getting organised may seem like a minor action when it comes to successful leadership, but being in control of your tasks, your goals and your personal life can be the difference between ordinary and extraordinary. When you are organised you don’t waste time looking for things or deciding what needs to be done next. Your priorities and goals are clear and you know how to focus to get things done. As a leader it is essential that you manage yourself like you would like your team to manage themselves,  being in control of your daily work is a great way to show them how things should be done. People who are disorganised tend to suffer from more stress and anxiety so if you want to be a relaxed focused leader start by getting organised and taking control of your life and work.

2. Get Connected

Once your life is more organised you will find you have more time to focus on the important things, networking is one of them. In Keith Ferrazzi’s book “Never eat alone” he outlines the importance of creating and nurturing your network. We all know that people do business with people they know and like so building a network is an essential part of successful business. Both physical meetings and using LinkedIn are essential for staying in contact with  your network. Remember your network is more about quality than quantity, spreading your business cards and moving on to the next group is not networking. Forging relationships with influencers is a better use of your valuable time. 

3. Get Savvy

Knowledge and skills are an essential element in successful leadership. To gain people’s respect you must have the knowledge and expertise to give you credibility. If your skills need updating, take the plunge and do a course, buy a book or take an online course. Keeping abreast of what’s going on in your industry should be an ongoing task. Subscribe to Harvard Business Review for the latest in Management and Leadership thinking or check out Book Buzz for the latest business book reviews and recommendations.

4. Get Fit

Richard Branson was once asked, “What is your number one Productivity Tip?”. His answer was “Working out”. Branson reckons he gets an extra four hours productivity each day from his morning workout. We all know the benefits of exercise, the increased energy, reduced stress, combined with the welcome release of feel good chemicals in the brain. If you don’t already have an exercise routine, make exercise a part of everyday life. Exercise is a habit the vast majority of successful Leaders share.

5. Become a Better Listener

Just like exercise, communication is a vital skill in business and in life. Good listeners make better Leaders and a lot of leaders tend to speak more than they listen, this is usually an attempt to impart their knowledge and wisdom with the rest of the world. If this is you, the first step is recognising it. It’s time to start listening to your team, learn to coach rather than preach. By listening more you will build better relationships and gain trust. Listening shows you care and will help you to understand your employees and your teammates. Everyone will gain as a result.

6. Get Clear about your Values

Becoming a better listener can help to understand others but understanding yourself is also very important for a leader. Your values can help you to understand who you are and what makes you tick. Spend some time identifying your values and ensuring that you are living congruently with those values. When you are living true to your values, you are living authentically, authenticity is a valuable trait, much admired by many. Authenticity fosters trust, and trust is crucial for creating high performance teams. 

7. Always Take Responsibility

Far too often we blame our circumstances or worse still we blame others for our own shortcomings. Leadership involves taking responsibility, responsibility for your own actions as well as the actions of others. Start today by becoming aware of the times you tend to pass the buck; “I would exercise but”, “I would have delivered on time but …”. It’s time to take control and responsibility for your life and the future success of your career. 

So if you want to become a better leader, start today by taking the steps recommended above.  These steps will help you create the habits that will contribute to your future success. No more excuses, it’s time to take action.

t: +353 (0)1 293 4741 | e: [email protected]   | |


SPOTLIGHT: Adrian Kelehan from InShip Innovations Limited

In this, the sixth of our “In the Spotlight” interviews with Managers, Partners, CEOs and Founders from various industries we will on this occasion speak to the Founder of a innovative acccountancy invoice system.

IN THE SPOTLIGHT: Adrian Kelehan, CEO & Founder, InShip Innovations Limited.

Company formed in:


Elevator pitch:

InShip provides a bolt onto any accounts package. Our system grabs your suppliers’ invoices from their email, automatically processes it and posts directly to your accounts package (be it Sage, Zero etc.). 

If you have any issue with an invoice it’s just one click and it is returned to your supplier. Installation and take on is so simple… just inform your suppliers that they are to email you your invoices. In fact this saves them costs too.

Who would benefit from your service/product?

Any business can benefit from using InShip as we charge per document, no hidden fees, no setup charges and no training costs.

For a small business, we ensure that all your documents are in one place, ensuring no lost invoices and removes the hassle of processing/storing invoices. And so reducing the chance of missing that VAT reclaim.

For a medium size business InShip can easily be set up to reflect your business needs handling your document flow while simplifying you process.

InShip removes the 10 steps it normally takes to process an invoice and replaces it with one easy step.

  • Opening post, all invoices emailed no more post.
  • Printing emails. InShip grabs the invoices from the email.
  • Sorting ready from approval. Automated within Inship.
  • Sending for approval. Inship has automated this process to swipe on an app.
  • Checking the invoice.
  • Coding, all invoices have to be coded with the suppliers account code, nominal ledger code and pl reference. InShip automates the first two and removes the need for the latter.
  • Reconcile to statements. Upload the statements and Inship automates this process.
  • Filing. All invoices are stored and easily accessible.
  • Audits. No need to search lever arch after level arch file. A quick search online and problem solved.
  • Archiving. Invoices stored for 7 years.

Biggest achievement in the last 12 months:

The past 12 months have been really exciting for Inship, launching our accounts payable management systems. We have signed up users from diversified markets including hire, restaurants, vehicle maintenance, nursing homes and retail.  

We recently got approval from the competitive start-up fund for investment by Enterprise Ireland and are now under the High Potential Start Unit.

Plans for the next 12 months:

For the next 12 months Inship is focusing on growth. We are about to add two additional sales resources to our team.

Next month we are launching our app. This will allow invoices to be approved for processing from a phone and search for any past invoice. No need to dig into files to look for an old invoice.

We are also entering into partnership agreements with accounting software companies. Watch this space.

Biggest challenge to your business:

InShip is a new concept which has never been seen before in accounts payable departments.

Our main hurdle is to convince more accountants to stray away from traditional methods and to embrace our automated processing system which will make life so much easier for them.

However, once they try InShip our challenge ends as they usually adore it and can’t go back to traditional methods.

Best advice you can give other business owners:

Believe in your idea, work hard, focus and the results will follow. 

If I was Minister for Finance, the first thing I’d do is:

Start-ups are now the life blood of the Irish economy. Founders put everything into their business and as any good athlete does, we leave it all on the field, both energy and resources.

Some of us fail. Luckily our employees receive support after failure. But the founders get no support.

Over the last few years the government has put great supports in place for new companies but supporting the founders after failure is the first thing would do as Minister for Finance.

Reasons to be cheerful:

For me it’s the weekend and my bike and the Irish countryside. For the last six years I have completed the Ring of Kerry charity cycle. Training for the annual cycle ensures I get to see loads of the Irish countryside and a chance to meet great people on the roads.

t: +353 (0)86 0403436   | e: [email protected]  | |


The Panel attends the annual Air Ball Dublin at the RDS

For the second year running, on Thursday 1st September, the Air Ball 2016, which is aimed at the Irish Aviation and Aircraft Leasing community took place at the RDS Concert Hall in Dublin.

The theme this year was Casino Royale with Top prizes of Business class flights to Dubai and the United States.

Moderator for the Lessor Panel and MC was James Meyler (Deputy Chief Executive Officer, Chief Commercial Officer and a Board Director at ORIX Aviation) and speaking on behalf of the Darndale Childrens Day Care Centre was Centre Manager Kelda Barnes. This was followed by the silent auction and the casino. Entertainment on the night came from “The Mixed Tape” band and a DJ later on.

All proceeds from the event were in aid of the Darndale Childrens Day Care Centre.

The Panel team was delighted to attend and would like to thank the organisers for a highly enjoyable evening filled with networking, music, entertainment and fun.

Present from The Panel were Senior Recruitment Managers Richard Goggin and Louise O’Leary, and Brian Blaney, Shauna Fox and Aine Finlay, Recruitment Consultants.

Brian Blaney (Recruitment Consultant, Financial Services) and Richard Goggin (Senior Recruitment Manager, Financial Services) attending The Air Ball 2016.
The Lessor Panel
Casino in full swing

All the above images comes courtesy of David Cantwell Photography.

The Panel team

To learn more about Darndale Childcare Centre.


The Panel attends the Shannon Commerical Properties Gateway Cup 2016 and Gala Dinner

On Thursday 1st September, The Panel was delighted to sponsor and partake in the inaugural Shannon Commerical Properties Gateway Cup in the beautiful surroundings of Woodbrook Golf Club in Co. Wicklow.

The event saw the US team (lead by Robert Mauro, Director of the Irish Institute from Boston College and Jeff Laue, CEO of N3) take on the European team, with broadcaster George Hook and Alan Kerins at the helm.

George Hook, Captain of Team Ireland, gives rousing speech before the tournament starts [images by Alan Bluett]

The event was superbly organised and a triumphant European team won the competition.

The event was followed by a dinner at the Woodbrook Club House, with speeches from event Patron Mary Mitchell O’Connor, Minister for Jobs, Enterprise and Innovation and team captain George Hook, just to mention some.

Representing The Panel at the golf tournament was Alan Bluett (Partner, Banking & Treasury). For the dinner he was joined by Paul McArdle (Managing Partner), Anne Keys (Managing Partner) and Sarah Kelly (Partner, Legal & HR).

Left to right: Mary Mitchell O’Connor, Minister for Jobs, Enterprise and Innovation with George Hook, Anne Keys, Managing Partner, The Panel with Bernard Brogan and Tracy Lee, Evros. [Images by Alan Bluett & Paul McArdle).

The event helped raise much needed financial assistance to charity partner Gorta Self Help Africa and we’re delighted to announce that the event raised €5,300 for Gorta Self Help Africa.

The event could not have gone ahead without the Trojan work put into its organisation by Gateway Veterans Joe Bourke (IT Solutions), Fionan O’Sullivan (Acumen) and Tracy Lee (Evros).

All images, unless otherwise stated comes courtesy of The Gateway Cup.

To learn more about The GatewayCup click HERE.


PRMIA event – 22nd September, 2016 with guest speaker Frank De Jonghe

As the Deputy-Regional Director of the PRMIA Committee for Ireland Alan Bluett would like to invite you to the third PRMIA Ireland talk for 2016 on Thursday, 22nd September @ 5.45pm.

“Challenges in Financial Risk Management and What these mean for the CRO of the Future”

Our guest speaker Frank De Jonghe will lead an open discussion around the current challenges in Financial Risk Management and what these mean for the CRO of the future.

To register please click HERE.

Frank De Jonghe

Frank De Jonghe is a Partner with EY and is leader of the Quantitative Advisory Services within the EMEIA Financial Services practice. Based in Belgium, his major focus areas at present are the ECB’s Targeted Review of Internal Models, IFRS 9, FRTB, the ever evolving valuation adjustments for prudential or accounting purposes, and (reverse) stress testing and Solvency II internal models.

Frank has been visiting professor at Ghent University for over 10 years, where he lectures on financial risk management and derivative pricing for Masters students in Banking & Finance. Frank holds a PhD in theoretical physics, and prior to his time at EY, he also worked with deloitte, Bank Brussel Lambert (ING) and Euroclear. 

This is a free event made possible thanks to our kind sponsors EY, places are limited so book early.

5:45 PM Registration
6:00 PM Talk begins (Q & A to follow)

7:00 PM Networking, canapes and refreshments served

Venue: EY, Harcourt Centre, Harcourt Street, D2

To register please click HERE.