ETC Playbook


Using ChatGPT to extract value from client calls

When they’re not rinsing me for my choice of football team, I spend a lot of time in deep conversations with my clients. I’ve come to appreciate just how much ground we cover in a single hour. When you’re in the moment, you’re actively listening, problem-solving, and offering guidance—there’s no

The Midwit Meme: Overthinking the Obvious

I was introduced to the brilliantly named Midwit Meme while listening to Chris Williamson’s Modern Wisdom podcast. Since then, I’ve had so much fun with it—it’s one of those memes that’s both a great share and actually worth a thought or two. If you haven’t seen it, the Midwit Meme is a play

Be brilliant at what requires no talent

“Be the best at everything that requires no talent.” – Paul O’Connell Recently I had the privilege of being at Twickenham (thanks Josh), soaking up the drama of England’s last-minute victory against France at the Allianz Stadium. Elliot Daly’s converted try secured a 26-25 win in the dying seconds, sending

LinkedIn Content Ideas [free downloadable guide]

Lost for words? Struggling to keep up with regular LinkedIn posts?  Whether it’s finding fresh ideas or knowing what actually resonates with your audience, keeping up the momentum can feel like a chore. To help, I’ve created this little download, packed with ready-to-use post templates designed to spark inspiration, get

How agencies can use AI to stop over-servicing clients [a guide]

Over-servicing is a long-standing challenge for agencies, but Artificial Intelligence (AI) offers modern solutions to tackle this pervasive issue. By integrating AI tools into daily operations, agency leaders can better track, prevent, and eliminate over-servicing, freeing up resources for strategic initiatives. Here are some practical ways AI can help agencies

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