47: Lunch with Leon episode 47 - Ray Stenning
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Do you understand the message you\\u2019re giving to your customers? It seems that many companies don\\u2019t, reckons renowned brand and design guru Ray Stenning. \\u201cIt\\u2019s not just what you say, but how you say it.\\u201d In conversation with Leon Daniels they talk about how public transport\\u2019s solution to any problem is to \\u201cpost a notice.\\u201d
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The \\u201cart of communication is a two-way process\\u201d says Ray, and explains how to turn hard messages into welcoming ones.
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\\u201cI sometimes refer to our profession as being magicians and people distrust magicians; they don\\u2019t like the dark arts,\\u201d he explains as he talks about the difficulty of culture change within transport companies, before they move on to talk about why the \\u2018joy of journeys\\u2019 is so important.
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