Talk Me Through It

When it goes public next year, £13 million will accrue to the founder of TMTI. It started four years ago as a call centre providing expert product guidance to consumers befuddled by the manufacturers' jargon that goes with the overly complex products that I have referred to before.

It now also works with retailers and manufacturers to ensure that these problems don't emerge in the first place by helping to make products consumer-friendly. As founder Crispin Thomas puts it "It's just that people are not rocket scientists." That is something that marketers should never forget. And no, it doesn't mean they should be seen as easy to fool.