2011: the year of the desperate optimist

Ben Hayman

Desperate optimism is a running battle between heart and head. It is a conflict between hope and pragmatism, what we want and what we know to be true.

2011: the year of the desperate optimist

Ben Hayman Promise Consultancy

Ben Hayman urges brands to acknowledge consumers’ needs for optimism, against the odds

AS AN avid football fan, I know something about the perils of optimism. At the time of writing, my team, Arsenal are still mathematically in with a chance of winning the Premier League, the most coveted domestic trophy. The truth is that Arsenal are on a terrible run, having lost and drawn their last three games while the competition streaks ahead.

Logically, I know that by the time this article goes to press...

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