I love food. If truth be told, after my children and wife, I probably love it more that anything, even swimming, cycling and Star Wars.
It's probably neck and neck with tea and way, way ahead of anything to do with work.
I relish the feeling of hollowness after a long bike ride, because I know I can stuff my face with impunity.
After I finish any meal, I'm already looking forward to the next.
I am greedy, so greedy I'm one of those rare cooks who just don't understand people who say they can't be bothered to eat after slaving over a stove. I can't bloody wait and you can sure anything I cook for you will be ten percent less than its original quantity because I've already eaten in.
So it's obvious I would enjoy books like this, by Jay Rayner.
As it happens, everyone should read it, because it makes really well argued points about the accepted wisdom about food.
That farmers markers make a difference to our overall industry.
That supermarkerts are evil.
That GM crops are always bad.
That buying local is the right thing to do.
That eating seasonally is the moral way forward.
Read it and make your own mind up of course, but logical argument bursting received wisdom, is probably something needed in our industry too..
TV is dead.
TV is the most effective, shut up.
Everybody wants a conversation with a brand.
Loyalty is commercially viable as a strategy.
Byron Sharp is the only argument in town.
The Ansoff's Matrix.
No one cares about brands anymore.
Marketing is dead, long live growth hacking.
You can't spend your way to growth.
Innovation is only vanity and commercially wasteful.
And so on.
Anyway, I'm being taken out for a juicy steak for lunch. I rode 20 miles this morning, I've earned it.