David Parrish

specialises in strategic marketing and has worked in more than 30 countries around the world.

member of the Chartered Management Institute, the Institute of Consulting, the Chartered Institute of Marketing, a Fellow of the Institute of Leadership and Management and a Fellow of the Royal Society of Arts.

Most of what I have written in the following pages I have learned from my own mistakes. My best qualifications are not my academic and professional ones but those gained by having been there, done it, got it wrong and then sometimes got it right.

you read this guide, bear in mind that nothing in it is absolute

Each idea needs to be adapted to your own circumstances and ethos

My inspiration for this book comes from the hundreds of people I have worked with and advised in the creative industries over the years.

The Creative Industries turn creative talent into income streams for the owners of the intellectual property that this talent creates.

Just as Britain led the Industrial Revolution, Britain is now a leader in the Creative Industries and that’s why the British Government is supporting this growing economy

It’s big business which needs both T-shirts and suits.

Some of my most recent work has been with the Creative Advantage project on Merseyside.