Hugh 'Gapingvoid' MacLeod was kind enough to send me an advance of his latest book – 'Evil Plans - Having Fun On The Road To World Domination'. It’s a great read. As a long time reader of Hugh's blog I was familiar with many of the ideas in the book, but there are some very juicy nuggets that are well worth revisiting. One of them, that I have always found really helpful, is the Global Microbrand. To me, this means that today’s world of networked media gives individuals and small companies a voice in the world. And that’s a really significant opportunity. It’s an idea I’ve used to help shape Collaborate Marketing. In spite of being a one-man consultancy, the company has a disproportionately extensive online footprint. One that brings lots of advantages which have made it possible for me to operate successfully and, crucially, build a positive reputation around the world. This is probably best illustrated when an American media corporation called me up and asked me to come in and discuss an engagement. They had found Collaborate Marketing online and only had one stipulation – ‘Please don’t bring a massive team of people to the first meeting, we really find that a turn-off.’ I explained that this was unlikely as Collaborate was, in fact, just me. This seemed to go down well, maybe just by being different from the approach of traditional Mega-Consultants, and I was very happy to be engaged on an exciting strategy project. However, creating a Global Microbrand is easier said than done which is where Hugh’s latest book comes in giving lots of ideas and encouragement. However, it’s also what it doesn’t do that I think makes it genuinely helpful. There aren’t any checklists or planning tools. It really just poses the challenge to find out what your personal aims and strengths are and challenges you to bring those to life using the myriad of online services available to anyone in 2011. All very refreshing.