“Embarrassing” was the word used by my 17 year old daughter to describe the state of her dads clothes.

So after being forced into a morning of failing to squeeze into new 34” trousers it was frustrating to find all the restaurants In the shopping centre fully booked.

The choice becomes Fish & Chips or Burgers?

Turns out there is no decision to make because the queue is longer at McDonalds than at the fish and chip franchise.

Yet what about Calorie content? The waist line? Taste? Quality? Ethics? Cleanliness? Service? Professionalism?

All these things pale into insignificance quickly when trumped with a short queue!

Clients are pigs (P.I.G – Pursues Instant Gratification) and its simply not true that clients make logical decisions.

Something instant and certain evokes the emotion and the PIG in us, whilst uncertain and far away does not.

This is why some people still smoke- the small benefit is immediate and certain, whilst the huge consequences are uncertain and far away.

The point is that the quicker and easier your clients think they can buy your service and receive the benefit, then the more clients you will win.

Remember, when we want it, we want it yesterday.