There’s a great scene in Spinal Tap, one of my favourite films. In it, the interviewer (Rob Reiner) asks the lead guitarist of the band – Nigel Tufnell – why the amps go to 11. Apparently, it’s because it’s one louder than 10. When asked why he doesn’t make 10 louder, Nigel replies – ‘but it goes to 11’.

I felt like I was having this conversation a few days ago. Someone had a face to face product they were marketing. I asked why they didn’t do something online because the audience were there, the content was there, the accessibility was there, the platforms were there, etc. Their reply was ‘but this is face to face’.

If 10 has been made louder with a diversification of what is available, it doesn’t matter if you go to 11, 12, or 20. Your position can’t be absolute; your product will be considered relatively by purchasers.