Professional Documents
Culture Documents
MILLIONS OF PEOPLE
MAKE MILLIONS
BY NO LONGER
ʻGOING TO WORKʼ
JOIN US
includes:
Stop Going to the Office
How to Get Started
The Coffice Success Manifesto
CHRIS WARD
Draft 1.4 / Proposed structure plus sample content.
To be viewed alongside ʻMarketing Cofficeʼ PDF
Represented by:
Gordon Wise / Curtis Brown Group Ltd / Haymarket House, 28-29 Haymarket,
London SW1Y 4SP
gordon@curtisbrown.co.uk Tel 020 7393 4400 Fax 020 7393 4401
Direct line 020 7393 4432
MENU
Step 1: Stop Going to the Office
How did we get from The Office to the Coffice
Millions of people have stopped ʻgoing to workʼ…
… are making millions of dollars…
… and itʼs only just begun
Your office has changed forever
How you reach your customers has changed forever
Are you your own worst enemy? So, stop going to the office
15 things you wonʼt miss about going to work
The Coffice@Home
What next? Office: To-Go
Join the global ʻcoffice workersʼ community
1GOAL: The coffee shop diaries
Do you work hard and productively but dislike having to do it in an office, donʼt
like working in silence, own a laptop you love, spend time on Twitter and
Facebook, can work with the sound of crying babies, like tearing the latest
cuttings out of newspapers to read later, and drinking hot freshly roasted coffee?
AND at the forefront of the new work / life ethic that enables you to enjoy success
NOW, both at work and through a fulfilling life.
Cool local coffee shops, delis and even international chains like Starbucks are
very positive places - happy, even. Customers go there to meet friends, to laugh,
smile, eat good food, enjoy good conversation and chill out. Iʼm sure youʼve also
seen a few people in there beavering away on their laptops or smartphones.
Thatʼs because there is now no better environment in which to achieve
successful work.
Moving to a Coffice-based lifestyle will genuinely change your life. In the good old
days before someone created the monotonous idea of 9-5 there didnʼt used to be
a word for work. It was an integrated part of life and what you did from day to
day. Thatʼs what the ʻcofficeʼ enables once again, the enjoyment of work as part
of your daily life.
“In many ways weʼre renting space to people and the food is the price of
admission. We have become as much a community gathering space as a
bustling lunch spot” Ron Shaich, CEO Panera (best performing major restaurant
stock of 21st century) www.panerabread.com
Coffee shop working now provides the best space and tools with which to launch
and build a successful idea or business. Itʼs the new mobile work phenomenon
that no-one has written about. And COFFICE is no idle coffee table book: itʼs a
call to arms, an inspiring practical guide to getting started and a manifesto for
becoming successful in the new working ethic.
Itʼs also great for the soul, with no extra buildings, dreary commuting, less paper
… and with the sharing of resources it is the most environmentally friendly way to
work.
Chris Ward made millions as a coffice worker. In Coffice, heʼll show you how
anyone can.
This book recounts my own story as to how I made millions and engage millions
by using coffee shops and includes a step by step guide for you to achieve it
yourself. Itʼs mixed with my own personal experiences and those from many of
todayʼs most successful people.
I used to commute to the office every day, every single day. In fact I was usually
first there (if the traffic was OK or the trains were running on time). Iʼd get there
around 8am, leaving before my kids got up, so missing the shared family
breakfast. I needed to get there first. Why? I was the boss and so you would
expect I had urgent meetings or new business pitches to attend to early. No, I
could deal with those later in the day. The reason I showed up early was simply
to ʻshow my faceʼ. To lead by example and give the impression to my team that
by working 12 hours a day I was achieving as much as I could and we would all
be more successful if we all did the same.
And, as I was leading by example, guess what? I was also the last to leave every
evening.
Donʼt get me wrong. I really enjoy work, being creative, winning pitches, seeing
my work out there in the public domain and working as part of a team. It was the
loss of control over my time. I had no freedom. Even though some days I finished
my work in a few hours, or didnʼt feel productive or was enjoying a long lunch
with a client I would still be one of the last ones there.
I wanted to be successful but it was hugely to the detriment of the rest of my life,
both to my own stress levels and to the stress in my relationships. I used to come
home slightly grumpy that if one of our kids was doing something I felt was
wrong; lazing around with their mess of toys all over the place; being ʻon the
computerʼ (again!). Iʼd instantly be a slightly moany parent, hating myself while
my kids thought I hated them…
I hated the actual office. I hated having to go simply to show my face, hated
people asking me questions before I had a chance to prepare for the day, hated
the fact that I wasnʼt in control of my own time.
I first started ʻcoffice workingʼ as I realised I was coming up with better ideas for
my clients while hanging out in a coffee shop, than when I was working away in
the office. I was giving myself the freedom to relax alongside their customers, to
enjoy a good coffee and pastry and to read what the experts thought in the latest
magazines and newspapers.
I could justify to myself what I felt others saw as skiving off to the café, as I was
coming up with ideas that were winning significant business. But over the years,
as I found I become more successful and better to be around, I no longer needed
to justify it to myself or to others this was a much better way of working and living.
So working in coffee shops really has had the biggest impact on my ability to
become a millionaire and it now also enables me to successfully engage millions
of people for charitable causes.
It also enables me to spend as much time as I want with my four children. I have
now managed to become a millionaire, mountain bike race over the Alps,
Rockies and Africa, run ten international marathons, have annual ʻholidays of a
lifetimeʼ and still produce work faster, more creatively and productively than I did
when I was doing 12 hours a day in the office.
This book is the sum of my learnings from successful coffice working collated into
a step by step manifesto on how to best use the Coffice environment in order to
maximise your chances of success for yourself and for your business. Itʼs a
manifesto I have followed in creating campaigns for Friends Reunited, Comic
Reliefʼs Red Nose Day and the upcoming 1GOAL (World Cup 2010).
I actually left school at 16 with just 1 ʻOʼ level, in Art, and managed to get onto an
Art, Design and Fashion Foundation Course. As I was no good at drawing (but
great at inventing board games!) I left after a year and ended up selling records
and photographic equipment in a branch of Boots the Chemist for 3 years. At the
time this was very dead-end but in hindsight I learnt more about what consumers
want, like and dislike than during any other work I have ever done. It stood me in
good stead for the future and as much as I expound the benefits of working out of
a coffee shop, I also reckon most people would benefit from serving in one,
where you really do truly see what people are like.
My coffice working CV started in 1986, when I left the BBC in London (which was
then the ʻultimateʼ employer for providing an office job for life), to become a band
manager. I lived in a small flat, which I shared with then-budding TV presenter
Fiona Phillips, and we used to take our really heavy PC laptops down to the local
ʻgreasy spoonʼ café or quiet pub (no coffee shops in London then) to escape the
very cheap, slightly damp ʻcanʼt swing a catʼ flat.
I started my own marketing agency, Beatwax, in 1992 as the UK's first specialist
youth and student marketing company and travelled Britain promoting the latest
new bands – Radiohead, Blur, Gorillaz etc – movies – Pulp Fiction, Blair Witch
Project, Toy Story etc – video games and beer in universities and clubs. Iʼd
spend all my daytimes on the phone from hotel rooms calling clients and
universities I still had to appear at.
I went travelling in the early ʻ90s on the Trans Siberian train, across Russia to
China, where I had to pre-plan visits to post offices to pick up week-old letters
and keep an eye on my first employee, another budding TV presenter, Jamie
Theakston. We had a small workspace we rented but it kept getting broken into
so weʼd often find ourselves in the cafes of Notting Hill trying to continue
business as if we were still in the office.
I travelled Britain again in ʻ97, working on the Labour party campaign for Tony
Blairʼs landslide election win. While I was busy working in student refectories and
common rooms on a 14kb dial up internet connection with student union officers
(many, like Ricky Gervais, going on to slightly bigger success) to try and get
every student to vote Labour, my flatmate Peter was busy back in the Notting Hill
cafes, massive headphones on, laptop on the bar, writing a song that went on to
be Labourʼs election soundtrack, ʻThings Can Only Get Betterʼ.
In the late ʻ90s I started another company, Firstmovies, which undertook online
research for major Hollywood movies. Along with Beatwax it grew and grew, and
we finally had to resort to a proper office, complete with lift and receptionist!
It was around this time, as I had to deal with the growing staff levels, the start of
my family, the pressure of delivering creative work in order to win business and
pay all the staff salaries and then also the dotcom boom and bust, that I was
sneaking off to cafes and having the epiphany that this was actually the best
working environment in which to produce the best business results and deal with
the stresses of running a business.
It also coincided with the internet coming of its first age.
We got bigger and better offices and moved further into central London. Soon, we
worked in the heart of town and the coffee shops of Soho became my Coffice
working spaces.
During this time I discovered a small start-up website called Friends Reunited
that had a few thousand users. It was in a café, while reading a review of a
previous eveningʼs TV programme about how some street savvy, suited
entrepreneurs were planning their website exit strategies before theyʼd even
launched, that the idea was sparked in my head that the best way of marketing
this website was as being set up by a husband and wife (Steve and Julie
Pankurst), in their house, without an office in site. I couldnʼt see the public
wanting to pay £5 online to some cool dudes who looked like they wanted to
make money out of them. They needed someone they trusted and identified with.
It worked a storm as 12 million people in the UK joined up and the postman daily
beat a pathway to the Pankhursts front door with bags of £5 cheques, and TV
crews flocked to the back bedroom door to interview Julie about this cosy home-
run business.
Over the years demand for our services saw the company grow to become one
of the UK's foremost contemporary communications agencies. I oversaw activity
for a wide range of clients, mainly through our expertise in creating cutting edge
ideas that appealed to the youth and opinion formers of the day – coincidently,
the same people that were hanging out in the cafes where I was coming up with
the ideas that would engage them.
We worked for clients such as Stella Artois, Allied Domecq, Emap, BBC, Adidas,
Friends Reunited, Barclays Bank, E4, The Labour Party, Nokia, Casio, Evian,
Carlsberg, Rizla, Young Persons Railcard, Future Publishing, International
Tennis Federation, London Film Festival and Sony PlayStation. We promoted the
latest releases from most movie distributors, record companies and computer
gaming businesses such as UIP, EMI, Activision, Disney, Warner Bros, 20th
Century Fox and Sony.
I know that Coffice working provided the environment and consumer insight for
my businesses that helped them become hugely successful and meant I was
able to sell them for £millions. I was also able to enjoy the growth and at the
same time also really enjoy life outside work; my growing family, playing sport,
nights down the pub with friends and the biggest extravagance; being able to pay
my utility bills without worrying about them.
Itʼs what I learned in doing this that I have crystallised into the manifesto I now
lay out in this book.
My Comic turn
I ran iSporty from cafes and race day tents as I raced across some of the most
remote parts of the world. iSporty did well, and I know that it wouldnʼt have done
any better if I had been sitting in an office for 12 hours a day. In fact Iʼm
convinced that taking part in major sports events while running a website that
was trying to engage those people meant we did even better than we should
have done.
I was enjoying life but there was something missing, an idea I could get stuck
into. I wanted to mix business with pleasure. It was time to do something that I
really and truly believed in. I considered myself pretty unemployable – I hadnʼt
really ʻworkedʼ for four years. And I hadnʼt worked for anyone else for 20 years.
So I wasnʼt looking for a job. But on another day in a coffice, when I had created
some valuable free time in order to get some inspiration from reading the paper, I
saw an advert for the job of Creative Communications Director at Comic Relief,
the UKʼs most well known and supported charity, through its now national
institution of Red Nose Day, that engages the country in fun fundraising activities.
I applied through the paper and apparently was the only short-listed applicant not
to be headhunted. It was while being interviewed by Comic Reliefʼs founder,
writer and film director Richard Curtis, that we found we shared many coffice
working beliefs. I think it was that that sealed my appointment.
I oversaw all the creative TV, radio, digital and print output of Red Nose Day 09.
A daunting task for such a loved brand, as simply everyone has an opinion,
especially on the famous red noses. For which I had invented three.
On holiday I do like a little excuse to get away from my four great kids and wife
for an hour or so and lap up the culture, get myself in the flow and achieve as
much as I can in an hour of creative work. And much of the creative campaign for
Red Nose Day was planned like this in a great harbour café in Sardinia during
our family holiday over the summer of 2008.
My new Goal
I have now been seconded over to attempt to engage not just Britain but the
whole world, from coffee shops around the world, for a ʻlegacy projectʼ from the
2010 FIFA World Cup in South Africa. We are achieving what was previously
considered impossible: a truly record-breaking global first of mobile phone
operators worldwide working together in what is currently a confidential project to
reach over a billion people around the planet to rally world leaders to achieve
Education For All. A campaign running between April 19 2010 and World Cup
final day – July 11th 2010.
It is set to be bigger than Make Poverty History and the biggest cause campaign
in history (see www.join1goal.org).
“If Twitter had a billion users, it would truly be the pulse of the
planet” Twitter strategy document 2009.
Mind you, over that same lunchtime period Iʼve also often enjoyed overhearing
the first illicit whispered conversations of a new affair between young office
workers.
I continue to love to work in a cool deli on a nice big communal table with my
laptop on WI-FI, with an espresso I can make last hours, accompanied by a glass
of tap water and a chocolate treat.
This set-up gets me into a positive and productive working state that can last for
hours. I then also get home relaxed and satisfied that I have genuinely achieved
what I set out to do that day.
Do you recognise yourself (or the person you are buying this book for) in the
following description of a coffice worker…?
You …
• donʼt like working in silence but equally donʼt want to talk to everyone. Can
feel awkward with small talk.
• understand when you are being productive and when not. And donʼt like the
randomness of an office interrupting when you are working hard and feel
you are wasting time being in an office when you are not feeling
particularly productive.
• like to know about the latest culture and be the first to share with your social
circle.
• actually donʼt watch too much TV, and enjoy live radio and new music. If
anything on TV was really good you would have read the previews and
watched it. But you enjoy the random nature of live TV, sport and breaking
news; where literally anything could happen and you would be there to see
it.
However good anything in life is, there are a few people that it will never be right
for. That is also true for coffice working.
“My office is extremely tidy and painted white throughout. A
messy office is a sign of a robust inner state — it requires
courage and strength of mind. The offices of the tidy, these are
the offices of the psychologically brittle.”
Alain De Botton, philosopher and author
A café is not a tidy place. It is loud, busy and unstructured. You may struggle if
you need the ʻstructureʼ of ʻgoing to workʼ in your life and:
But it need only be momentary. Simply move to another coffee shop. And thatʼs
also another reason people use coffices, to escape the distraction of their
children at home.
Itʼs also never 9-5pm. As you will see, a huge part of the success of coffice
working is not being stuck to working a set routine everyday. So it maybe that
coffice working is a part of your overall working life, rather than the whole. It may
be best that some of your work is carried out in a traditional office, on the road or
at home.
Do you look at successful people or friends and think ʻI could have done thatʼ or ʻI
could have come up with that ideaʼ? Are you a little bit jealous of them? Well, the
Coffice manifesto and the guide to getting started thatʼs also in this book are all
the tools you need to unlock that one last part you need to give yourself the best
chance of joining them.
And you can be truly successful. Successful people are the same as you and I.
Many of them canʼt believe their luck. But many of them do live a coffice stylelife
and therefore donʼt see their success as a result of hard work, channelled in the
right way to the right people. They see it as luck.
Once you are there it is not a different life. You will not feel out of place. I have
the same thoughts and ideas as when I was unsuccessful but now people listen
to me and they actually happen. Even my wife thinks I live a ʻdifferentʼ life. But it
isnʼt. Itʼs so very ordinarily the same. Why would I want it any different? The
Coffice lifestyle is what I want. Iʼm sure if you are not happy with your lifestyle
and you do become successful then you will have ample chance to change your
lifestyle. But thatʼs not the way round it worked for me.
Step 1: Stop Going to the Office
500BC
Invention of the office.
1688
Founding, in a coffee shop, of Lloyds of London
Everything invented in communications over the last 15 years has been towards
enabling your escape from the office. The last thing you need to be is tied to one
desk any more:
1995
Internet reached the mainstream
1996
Internet cafes were the first outlets to attract the modern coffice worker out of the
office, but they often unfortunately resembled offices, with single person cubicles,
silence and cheap coffee.
1998
The first Starbucks opens outside the US.
2002
The BlackBerry was released, with its push e-mail, mobile telephone, text
messaging, Internet faxing and Web browsing it enabled true mobile working
29 August 2003
Skype launched enabling free phone calls via P2P wireless internet.
2005
As of July 2005, there were at least 68,000 Wi-Fi locations worldwide, and in
areas of the US enough to provide public Wi-Fi coverage as a public free service.
That figure is now more than a hundred times bigger.
3 June 2008
Starbucks put free Wi-Fi in all their stores across the US. In September 2009,
Starbucks in the UK rolled out free Wi-Fi at most of its outlets
10 July 2008
The App Store opened. As of March 20, 2010, there are at least 150,000 third-
party applications officially available with over 3 billion total downloads
11 July 2008
The iPhone launched and came pre-loaded with App Store support.
2 April 2010
The first generation iPad launched in the US and is set to have a revolutionary
impact on mobile working.
With laptops outselling desktops, and with iPhones and Blackberries the norm
and 40% of new businesses set up without a traditional office, Coffice working is
exploding.
With it now being possible to run your entire office on an iPhone, with Wi-Fi
dongles and with iPads coming, working culture is changing forever.
The single biggest supplier of office space in the world is soon to be McDonalds
through the free Wi-Fi they are introducing in all their restaurants.
Coffice workers are now better equipped than workers in an office. The modern
mobile lifestyle means the new successful generation of global companies such
as Google and Apple are producing all their latest hard- and software for coffice,
rather than office, workers.
The future of successful people and business is built on applications, not
infrastructure.
In the USA over 2,300 people start a sole proprietor business every single day.
Most of those undertake some Coffice working on a daily basis.
Britain alone now has 3.6 million flexible mobile workers, more than treble the 0.9
million people who were working outside a traditional office set-up in 1997.
In the UK 60% of new firms start up without an office and are turning over
£284bn.
In the US it is $992bn. This is a huge economy created from coffee shops. Who
would have thought the person sitting next to you in a busy coffee shop sharing
two feet of table top space with you is one of the people leading the changing
face of work?
This is not simply aspirational. This is the reality of your future workspace. And
you have to start before your competitors take the ʻfirst moverʼ advantage.
“3G mobile penetration had risen to 29% in 2009 and is forecast to reach 67%
next year. In Japan it is already 91%” Wired
“In 2009 the number of people who access mobile email was 139m worldwide.
By the end of 2013 that is predicted to have topped 1 Billion”
Radican Research Group
(8 times bigger!)
• Enterprise Nation report Jan 2010 / Allegra Coffee shop retailing report Nov 2009 / US
administration Oct 2009
Your office has changed forever
Modern office communication with its lack of chatter, ʻreal lifeʼ meetings and
landline phone conversations, caused by the proliferation of email, Facebook and
IM (Instant Messenger), to name but a very few, have dictated that offices have
become overridingly silent spaces. But because you produce your own work in
quiet, does that mean you want to be surrounded by silence? Which is maybe
why many of you are wearing headphones?
Sitting in an open plan office with 30 other people in complete silence, as you
receive an email from someone sitting three feet from you results in the
unspoken undercurrents of stress, unresolved disagreements and internal
politics, sounding louder and louder. This is such a negative, unnatural
environment for humans to thrive in.
Traditional offices are NOT fit for the demands and emotional well being of the
21st century worker.
It is also crazy that almost every job in the developed world is still meant to take
40 hours, between 9am and 5pm over five days every single week, of every
single year, to achieve, in whatever business in whatever sector, in whatever
country. It is a ridiculous notion.
“Bosses who continue to insist that people go to work at the same time and stick
to a set routine may actually weaken morale and business performance. People
donʼt generally like being told how to run their life. They feel their boss is
controlling them and therefore are actually less motivated. By contrast bosses
who equip staff with technological means to work flexibility and remotely reap the
benefits of a more committed, goal orientated workforce”
Graham Jones, Internet Psychologist
Many companies build their own internal coffee shops, they try dress down
Fridays, they let the sandwich man in from the great local deli at lunchtimes, they
hold inspiring team-building ʻawaydaysʼ. But these are only minor steps that only
reduce some of the negatives of office working and create only a few of the
positives of coffice working.
“Two thirds of our customers donʼt have a physical office. This is probably the
single biggest change to happen to the world of work. New technology has made
it possible for millions of people to work wherever they want and naturally enough
most of them choose to work where they are, in an alternative workspace, such
as a café. In the future our children will reminisce about daily commuting to the
office in much the same way that we recall life without the telephone”
Mark Dixon, Global CEO Regus
Being successful in art and commerce is now all about understanding and
engaging instantly in the ʻNOWʼ moment of consumerism, connections and
communications. Being right there, at the right time, with the ʻwinningʼ form of
communication or product that gets you the results you want. It is about totally
understanding your consumers and how they instantly engage, consume and
communicate in this world of smartphones, iPads, Twitter and laptops, with their
instant access and consumption of products, content and information ʻon
demandʼ.
But the office is a cocoon from that ʻreal lifeʼ living. Every day it postpones your
experiences from 9am to 5pm. Outside of that you are living with your customers
but from 9-5pm, 5 days a week, you remove yourself from what is really going on
in the world, into the cocoon of the unreal silent environment of the office.
Is your office fit for 21st Century working purpose?
From: National Institute of Open Schooling, 2009
Working Environment
Office work is mostly of repetitive nature and leads to monotony of the
office staff. Sometimes mental work may be more fatiguing than manual
work. Excessive mental concentration may also be tiring. Therefore, it is
necessary that the office staff should be provided with congenial working
environment, which is conducive to work.
Stimulates creativity
In a well-organised set up it stimulates creativity and initiative
in the individual and he may explore new methods of doing the job.
Location of Office
Proper location of the office is of great importance to every
organisation. While taking decision on this issue, the management must
take into consideration the present as well as future needs. An unsuitable
location adversely affects the efficiency of operations.
Are you bored of sitting on the same chair, at the same desk for 40 hours a week
or making exactly the same commute five times each way every week?
Then stop. The link between you and that one desk has gone.
Are you actually your own worst enemy though? Getting involved in colleaguesʼ
ideas and work and the office politics, when you know you donʼt need to AND you
canʼt win?
Have you trapped yourself into daily achieving the officeʼs workers only
recognition of what they have achieved that day…how many emails you have
sent?!
Do you have a go at your kids for spending too long on the internet or computer
games at home? But really are frustrated at yourself for being equally trapped in
unrewarding repetitive computer usage.
This book provides you with all the tools for the way out of that. Iʼll leave your kids
to you!
“62% of workers reported that they are sick of the daily commute and want to
reduce the time they spend travelling to and from work”
National Commute Smart Week
(Makes you wonder about the other 38%!)
Were you any actually less productive when people around you were on the
phone or simply chatting to each other across their desks...? The new
communication tools mean you can do more and you might be busier now, but
are you actually being more productive?
People used to look up to company lifers who had reached the top of their career
ladder by their mid 50s as the really successful business people they should aim
to emulate. But that is all changing. We are starting to look at them as the
failures, who have no ambition, drive, bravery and creativity to lead the full and
varied life they really want to.
With the ability to now reach the top of the tree by your early 40s and a highly
successful portfolio career the new yardstick of a fulfilling working life, the coffice
is the missing component to enable you to best achieve it.
Most of our heroes; sportsmen, writers, actors, artists etc donʼt work in an office –
So, why are you?
Ask yourself:
I am sure you will be able to find positive answers for everything in a Coffice,
tenfold.
Join the Coffice revolution. Stop going to work and enjoy the new work and life
ethic. Look, so much of your life has changed in the last 15 years.
You no longer:
• Go to the video shop
• Go to the record store
• Go to the bookstore
ʻCofficeʼ
A coffee shop (or similar positive location with Wi:Fi facilities) one uses as an
office where non-coffee shop work is performed.
Enabling the worker to produce the most creative and productive output in a
relaxed and positive environment.
Coffice worker
Someone who wants the freedom to live a fulfilling successful business, home
and social life NOW and not wait until their retirement some time in the distant
future.
Takes advantage of wireless internet to have complete freedom and control over
their own life.
Your new office is now only 12” x 18”, hangs off your shoulder and needs to fit a
laptop in it. And your working space will often not be too much bigger either.
So, you can forget about personal momentoes, and in and out tray, draws full of
stationery and unfiled documents.
You could be travelling around a fair amount between coffices and potentially
continents, so you need a good sturdy bag that will keep your laptop safe and all
your gear dry.
I do sometimes stuff it so full (with the rest of the stuff in this list) that I tend to
break the zips before any other part of the bag wears out, something I need to
work on reducing…
Mouse
Up to you entirely. Obviously laptops are made to work without mice but Iʼm a bit
of a mouse fan and still take mine along. I only tend not to use it if space is a bit
too tight.
Laptop plug
If you plan to be out for longer than the life of your battery you need to take your
laptop plug. This is extra weight but essential. I take my plug on every trip as I
often donʼt know where I am going to end up or where any last minute demand
for work will take me. The most inconvenient aspect of coffice working is running
out of laptop power when you have work to do or feel in the flow to produce some
great stuff.
Phone
I think the average number of Smartphones per population is probably higher in
coffice workers than any other segment of workers. You can run your entire office
on an iPhone or Blackberry or any one of the new smartphones coming to market
every week. What phone you have is up to you but one enabled for Skype usage
does makes life cheaper.
I also have an earphone in case a news story breaks and I want to follow video
stories on the web.
If you are involved in ʻcreativeʼ work then often a good pair of headphones is
needed for listening to and editing material.
Cash
Most cafes will take bank cards but if you are only paying for one coffee
obviously that can be annoying. Itʼs also best to tip in cash: itʼs more likely to go
to the staff and also you can make a bit of a point of dropping the tip into the jar
or saucer so the staff know that even though you turn up very regularly and donʼt
eat or drink much, you do value the space and their time.
Inspiring materials
I like to bring the last cool magazines or books Iʼm reading to just be inspired by
their presence and have the odd flick if I need some more specific inspiration or
have run dry of productive thoughts and want a break. If the coffice is not being
particularly inspiring I will often read a couple of snippets from one of the
magazines Iʼve brought with me to get myself going (generally either Wired or
Fast Company; my two favourite magazines).
Reference materials for that dayʼs work
This is where I too often bring too much. As I really donʼt know when inspiration is
going to strike to do a particular piece of work, from the five different pieces I
have to do, I tend to bring all the paperwork relevant to achieving all five, when in
fact I often only get one or two done at best.
Iʼd rather do that though, than not have the right materials on me when I want or
need to achieve a piece of work. I justify it to myself that by however heavy my
bag is and however far I cycle around one city between cafes, it is nowhere near
enough the exercise that I should be really be doing. But at least itʼs better than
nothing…
Warmth
Letʼs get the important things right first. You donʼt want to be sitting there freezing
with your coat on. Many coffee shops do like to have their door open to attract
passers-by with the smell of freshly roasting coffee and baking pastries. So find
one that generally has the door closed when itʼs cold, and some good heating.
How do you know if the staff are happy with coffice workers? Well the quick-start
way to tell, until you have the confidence to make your own choices, is checking
the people on laptops in there already. If there are a number of people coffice
working then itʼs a pretty safe bet that the staff are very cool about it.
Free Wi-Fi
You ideally want to be able to access free and fast Wi-Fi, or a very cheap deal
associated with buying the establishmentʼs products (many coffee shops have a
system of giving you a code when you purchase something). Most Wi-Fi access
is behind a password that you will need the first time you go in. Most computers
will remember the password for your next visits, so you will only need to enter it
the first time.
How do you find out if a café has free WI:FI? Ask. Ask someone on a laptop
already or ask the barista or waiting staff. Donʼt be shy and donʼt think you are
asking anything out of the ordinary. Also, feel happy to sit down and check your
laptop can access it first before you order any food and drink and then find your
computer cannot get ʻontoʼ the Wi-FI for some reason.
The worst thing is ordering something and then finding you canʼt get the Wi-Fi
and knowing you need to move to another coffee shop. You canʼt always leave
what youʼve purchased and move on – but do try some productive work without
your laptop: phone calls, notes, idea generation etc.
Iʼve spent many a time stooping round the skirting board of a great café for a
stray plug point that I can use.
Until technology develops and battery life lasts for over 8 hours or electricity
works wirelessly you will have to work around it, without a plug for the 3-5 hours
that your laptop will last and then going to a café that you know you will be able
to get a plug point in.
Big tables
Small round tables are a bit of a pain to work on. A laptop next to a coffee cup
and a plate of goodies doesnʼt leave much room for your newspaper or notepad.
Iʼm not a great fan of Starbucksʼ small circular tables and youʼll find many coffice
workers use the odd rectangular desks they happen to have in most branches.
I love a big long sharing table; you get your own space but also feel close to
other café-goers to ʻpeople watchʼ and soak up the inspiration.
Free newspapers
You want to get into the right frame of mind and see what is in the zeitgeist today,
what people are talking about, what is in the newspapers thatʼs ʻbeyondʼ the
actual news; the leaders, comments and supplements. I do tend to scan the
supplements of the broadsheets most days to see what news has been picked
up and become the ʻtalking pointʼ of the newspapers.
And donʼt look too closely at the prices. The café has to make money from you
somehow, and how much would renting an office cost you?
“It is no secret that the best place to write, in my opinion, is a cafe; you don't have
to make your own coffee, you don't feel that you are in solitary confinement while
you work and when inspiration fails, you can take a walk to the next cafe while
your batteries re-charge. In my opinion, the best writing cafe is just crowded
enough so that you blend in, but not so crowded that you end up sharing a table
with somebody who tries to read chapter twenty upside down, has staff who don't
glower at you if you sit there too long (though these days I can afford to keep
ordering coffees even if I don't drink them, so that's less of a problem) and
doesn't play very loud music, which is the only noise that disturbs me when I'm
writing”
JK Rowling
(It was in Nicholsonʼs Cafe and the Elephant House, in Edinburgh, where as a hard-up single
mother, JK Rowling famously penned her first Harry Potter novel.)
How to choose the right coffice for your needs
You can choose depending on your mood or what work you have to achieve:
Breakfast Meeting
You need to host a breakfast meeting. Iʼd look for the best best espresso in town
and bakes in town in a hustling, bustle place where you can feel ʻup and at themʼ
early.
Lunch
I often tie in lunch time to a meeting and get away from other coffice workers for
a while and go to a great café, great food and drink.
Market Research
If you are researching a market you can always find good cafes where that
market frequent more than others – due to its location. Find that café and simply
work alongside ʻpeople watchingʼ.
There are certain times of the day when general Coffice working is ideal for
researching certain markets, whichever one you are in:
Business people 7-9am
New mothers 10-12pm
Mothers 9 – 11am
Kids 4-6pm
Home workers 12-2pm
Coffice To-Go
Want to get some great take out coffee for working on the go or at home. More
and more of the independent coffee shops and chains are selling fresh coffee
beans that you can roast yourself at home.
After Work Drink
Again, an increasing amount of cafes are getting liquor licenses and staying open
longer. If you are planning to work into the evening or arranging to meet a friend
for an after work drink then check out cafe websites whether they sell liquor and
what their opening hours are.
Refreshments
A good coffice is one where the staff know what you are doing and are happy
that as long as you have ordered enough for the hours you have been there, you
donʼt have to always be eating or drinking something.
Itʼs better to eat less and tip well! And donʼt overeat and drink too much coffee!
Mon-Fri
9.30 – 12pm After school drop off / before lunchtime rush
2 – 7pm After lunchtime rush – until closing time
3 - 4.30pm Not good if near a school
9 – 10am Not good if near a school
(in fact, there arenʼt many good coffices near schools….)
Fri. 4pm Onwards always empty. But always a bit sad – go to the pub!
You should really be sacked and return to office working for gross misconduct if
you break the golden coffice rules:
• Tip well
Itʼs instead of paying office rent, remember that. It is so cheap in comparison you
can afford to tip very well.
• Donʼt work without buying any food or coffee for too long
Donʼt abuse the hospitality or make business difficult for the owner, especially
during lunchtimes. This is the part of the day when cafes need to make their
money. Itʼs a short period, 12-3, in a long day when they have to serve as much
food and drink as possible. So please donʼt sit there taking up one of the last
places but with no food or drink. And donʼt only ask for free tap water. Iʼm a big
fan of tap water and not bottled water but I wouldnʼt abuse hospitality by only
ordering this. You may get into a routine of actually only eating half your food and
taking the rest away with you.
That leads to another conscious problem for coffice workers. When you have
food with you when you reach a café. Iʼve seen, and joined in, the vast number of
people that are secretly eating the food they brought from the last café out of
their bag whilst drinking the coffee they have just bought at the new place.
I do find many cafes donʼt sell fruit and will often take an apple with me in the
morning but havenʼt found a problem in that. I would encourage all cafes to serve
single pieces of fruit. Even us coffice workers need to have a balanced diet!
As long as you are happy that over time you are ordering enough and tipping well
then you will be working away guilt free and thatʼs an important positive feeling
you want to retain from the coffee shop atmosphere, in order to produce your
best work
• Donʼt ask staff to turn the music down.
This would be you imposing your office culture on the café. If you want silence
then go back to an office, if you want it quieter then go to another café. The one
time you could politely ask is when the café is empty and they are likely to lose
you if they donʼt turn it down.
• Donʼt rip bits out of the free papers or steal them (go to the website)
So you have turned up at the Coffice, thought youʼd start the day with a skim
through the mornings papers, thereʼs a great feature promoted on the front cover,
you turn to read it…and itʼs gone! The page has been ripped out or indeed the
entire supplement has been stolen. It happens to you, so donʼt do it to other
people.
One thing youʼll find by coffice working is how similar people are and that means
we all want to read the same articles. Youʼll be surprised at how much of a
newspaper goes unread, not appealing to anybody.
If you have your laptop with you then type into Google the name of the paper and
the headline to the feature and you will have it on screen in moments to read
again or share.
Are you one of those people who tear cuttings out and actually never gets to read
them anyway? Thatʼs because youʼve already digested the important bits, the
headline, opening paragraph or two and its position in the paper, showing how
important it is.
Employee
Phone colleagues, donʼt email them.
You will now be out of sight and out of mind. Actually for so much of office life
that is very beneficial, you get to miss out on all the things that just slow up your
efficiency. But it also means your personality wonʼt be there. If you are not careful
you will be just the name at the end of an email. You need to ring fellow workers
and let them hear you, have a laugh with you, understand your crazy requests
etc.
Also, be happy to meet them on their way to or from the office, in a coffice that is
convenient for them.
Anything you want to mail colleagues, consider ringing them about first but
collate into one long email during those non-office hours, save it as a draft and
then in the morning, check it is still all relevant and send after 9am.
Employer
If one of your employees approaches you about wanting to start coffice working.
Give them a chance. Let them come to you with a proposal of how many days
they would like to initially start working away from the office and what they think
they can achieve
To maximise their productivity and relationships with their co-workers always aim
to provide:
All fairly self-explanatory, and from the golden rules of ʻFlowʼ. If you want
someone out of your sight to achieve the best productivity then you need to give
them a single goal you believe they can achieve, a reasonable timeframe in
which to achieve it, (much shorter than you would give them in the office, when
you would expect them to be distracted and pulled into wider team activity and
brainstorms) and the promise that you will get back to them quickly with the
results, or your feedback, on their work, once it is submitted.
Generally it is when the whole teamsʼ work will be ʻoutwardʼ facing towards the
media or their customers. Meaning company actions need to be immediate and
are dependent on instant team interaction and decisions. This is often just before
the release of a product or the culmination of a campaign, when success is
dependent on a short burst of high intensity team work. Youʼll know when it is
that time because your office will start to sound like a café; vibrant, busy and
positive.
Hire or borrow some flexible office space for this period and use the coffee shop
as a coffee shop, not a coffice.
Your new working tools and infrastructure
(latest recommendations to be added into this section)
Even traditional office set-ups are starting to involve workers in multiple locations
interacting and collaborating, as becoming multi-national and growing into a
global business has become easier to achieve.
Infrastructure
Printing
Faxing
Scanning
Location
Meeting rooms
Communications
Dongle
Mobile
IM
Skype
Email
Facebook
Twitter
LinkedIn
Google Wave
Bluetooth
Webcams
Conference call lines
Video conferencing
Smartphones
You can now run your entire business on a smartphone. As of May 2010 these
are the best apps in order for you to achieve that on an iPhone and Blackberry.
iPhone
Business
Mail
Skype
instapaper
linked in
Facebook
Twitter
Maps
Quick office
A Note
Google
Reference / media
Maps
BBC Mobile
Wiki near you
Blackberry
And remember, although youʼd love to, you canʼt do everything in a coffice
Boring things that need intense concentration and attention to accurate detail.
Receipts
Accounts
Anything else dull and boring
Step 3
HOW TO MAKE MILLIONS OF DOLLARS
OR ENGAGE MILLIONS OF PEOPLE
When you are working well, feel vibrant, having good ideas, banging away on a
whole document non-stop, youʼre getting things done fast and effectively. You
are ʻin the flowʼ.
For all the negatives I have already highlighted, an office is a hard place in
which to feel you are ʻin the flowʼ.
With its positive atmosphere, a coffice enables you to be in the flow more often
and for far longer. Itʼs like living in your own real life Facebook live feed. You can
actually live what Facebook are trying to replicate virtually. People in cafes want
to live a permanent water cooler moment, be the first to tell others, the equivalent
of the Facebook ʻwallʼ feature. You can choose to be surrounded by a whole
community that is in the flow.
Be prepared to work odd hours though. Enlightening thoughts and the feeling of
ʻflowʼ can be like a dream. It appears and disappears quickly and so you must be
ready and prepared to capture that moment.
With ʻflowʼ striking at any time you can go to the best coffice for what you need to
do. Whether thatʼs at 7.30am on a Monday morning or 3pm on a Saturday
afternoon. You can turn up and maximise your productivity and creativity in that
ʼflowʼ moment.
I find a good trick for that is to create myself an artificial deadline, anything to aim
for as an end time. So I know I have an exact amount of time and will want to
look back at the end of that period and see something that has been achieved
(rather than just having sent another 100 emails). So I will call the wife or a friend
and arrange to meet them or call the kids and promise to be home by a certain
time. The worst is when I donʼt have a deadline, and I could just get home at any
time in the evening, from 6-10pm. It will nearly always be nearer the latter than
the former.
Working while you feel in the flow is by far the most effective route to having a
good positive lifestyle and for creating business success.
Also, I needed to explain this point to my understanding partner and you may use
this point to show yours and say ʻsee, itʼs not just meʼ. It explains why I often
donʼt go up to bed at the same time as her or disappear at odd times down to the
local café, sometimes unfortunately coinciding with chores at home or when the
kids come home or especially when dinner is ready, but Iʼm in the ʻflowʼ.
I do struggle to work anywhere when cafes are quiet, especially late Friday or
Sunday. Itʼs annoying if I feel in the flow then, as cafes are not inspiring at those
times. Everyone is out with friends or home with family and itʼs a very uninspiring,
lonely experience. I will often battle with myself as to whether I should leave the
opportunity to achieve loads and simply do the right thing and play with my kids
or go for it for an uninspiring but effective few hours…
2. Work with the Best People On Earth
Get support, advice and inspiration from the best thinkers, experts and
commentators.
You need time and space and inspiration in order to come up with new ideas.
To stand your best chance of achieving that, you may as well work with the best
people on earth. With the state of flow working enabling you to complete your
daily workload in half the time, if you need to come up with some new ideas use
that extra time to take in the thoughts of some of the best people around:
Thinkers
Some of the best and most original thinkers have put their thoughts down into the
following books that are all well worth reading:
Itʼs Not How Good You Are, Itʼs How Good You Want to Beʼ by Paul Arden
The best book on inspiring different ways of thinking. I agree with almost
everything in here and have bought it for everyone who has worked with me.
Donʼt only refer to colleagues for certain information, who know far less than the
most important global experts of their generation, whose thoughts and views you
can read, only moments after they have written them.
Essentially this is stretching your Google usage to its full potential. Think a bit
more about specifically what you want to know and learn and search a bit more.
I read the advert for the Comic Relief job in a Coffice. I read a review of a TV
programme in a free newspaper in a coffice that gave me the idea for how to
market Friends Reunited.
I donʼt read all the things I tear out of the papers. Itʼs the fact that itʼs in there at
all that is the most useful piece of information. The size and positioning of the
article, if it has a picture, whoʼs likely to have read it. That all adds up to an
answer as to whether something is in the zeitgeist or not.
Commentators
What better situation to put yourself in for creating new ideas than working
alongside likeminded people from different backgrounds, businesses and
industries in the best cafes in your city.
Without the politics of the office and without any conversations that you donʼt
want to be involved in, you are in control of how much you engage with other
people. But choose the right coffice for inspiration, listen and possibly chat and
you could soon see an idea in one industry that might well work in your own.
So take as long as you need to come up with a new idea. If it is one that will surf
then it will be worth that additional time. If it doesnʼt, then donʼt bother pursuing it
anyway. In this world of millions of coffice workers you donʼt want to be
competing with too many of them!
This was the case with my first agency, Beatwax, that I sold for £millions. In 1992
we had read reports in the paper that the Government of the day said they were
going to get a million students into higher education by the end of the century (at
that stage there were around 120,000). We started an agency marketing to
students. The first few years were tough and then from 1994-2000 we surfed the
crest of that wave and worked for nearly every brand going and the money came
rolling in.
My partner in that jumped off that wave and started surfing a bigger, even faster
moving one. He came to our wedding in 1994 and said he was leaving to start an
internet agency. I asked what the internet was, exactly? Sounded like CB radio to
me at the time. But guess which of us has got more cash in the bank now...?
Remember though, your big selling idea might not actually be yours. Your role
might not be what you think it is. The best idea is probably right in front of your
face and youʼre looking too far. Look closer to home.
Look around the café. What do these people want? How can you engage them?
Whatʼs missing that they need?
3. The Secret of Knowing If Your New Idea Has the X-Factor
From school onwards, you are taught that the best way to learn to solve a
problem is to explain it to someone else.
Working in a coffice you are working right alongside your customers. If you are
trying to solve a problem and create a business success that will appeal to them,
then sitting amongst them enables you to be solving that problem, whilst in your
mind playing through the thought process of explaining it to them. You donʼt
actually have to speak to them but hey, why not?
This will give you an instant feeling as to whether you have a good idea or not.
This I believe is the premise behind Malcolm Gladwellʼs Blink. This is idea
generation living the premise of Blink in real life. Trusting your initial gut feeling
about an idea because you are surrounded by the people that it is relevant to.
Comic Relief founder Richard Curtis told me that he used to write his TV show
ʻNot The Nine OʼClock Newsʼ in an office at the BBC with no one around. He
didnʼt know what was funny or not until he could hear someone coming up the
stairs towards him. He then instantly knew which were the funny jokes by going
through in his mind telling that joke to the person coming.
This is why kids can do homework with TV and background noise on. They are
sensing whether their answers are right or not. Are you one of those coffice
workers who wanted, and were allowed, to do homework with a noisy
background at home?
You can sense if someone likes something, if it will work or appeal or not. You
canʼt do that in silence or if you are surrounded by people that need you to solve
that problem (your fellow office workers), rather than the people you will sell it to
(your fellow café dwellers).
4. Only Do What You Do Best and Be Open and Out with the
Rest
You cannot plan or predict real genuine, huge success. If you could, then we
would all be successful! Companies prepare marketing plans for success but
how often does it achieve beyond their goals (and dreams). Huge success
comes out of the blue, from somewhere leftfield. You need to be flexible to
go with it when the sudden interest or demand comes.
That happened with both Friends Reunited and Red Nose Day. We had a good
marketing plan with both but they both suddenly shot forward due to a piece of
media coverage that generated far more response than anyone could predict.
That results in more and bigger opportunities suddenly coming your way and
blowing away completely your carefully structured marketing plan.
Iʼve seen many big companies and agencies miss opportunities that they were
not able to react quickly enough to capitalize on and that one moment they had to
change everything for better, for ever, was lost.
Working in a Coffice enables you to concentrate on your one skillset and goal.
You avoid all the time consuming chores you are pulled into in an office that donʼt
really concern you. Out of sight out of mind for peripheral requests on you, long
boring meetings, ccʼd on mails for no real reason etc
With a coffice lifestyle you are not burdening yourself with a structure, buildings
or staff levels that would take too long to change direction when that massive
opportunity arises.
I was happily working away on this book in my own time, alongside the 1GOAL
campaign when I showed it to one writer friend. He recommended a publisher,
who was immediately interested, which prompted me into 2 weeks of 24/7 writing
to capitalise on the opportunity. I couldnʼt have done that under the old office
work ethic.
Twitter has remained shockingly simple. “We have been at this long enough to
realise that simplicity is core to the philosophy,” says Biz Stone, co-founder “We
are always thinking, ʻHow would this feature work if you were only to use Twitter
over SMS?ʼ SMS is a good common denominator because it forces us to think
very simply.”
Twitter focused its slim resources on keeping the site online. “Twitter actually
hasnʼt done that much innovation itself” says Mr Owyang. “A lot of the features
that are popular have been designed by the community.”
Financial Times
As we have seen you should only do what you do best and nothing else. In an
office you would be employing people to do all the other work. But if you want
real success stop that immediately and start collaborating.
Itʼs cheaper, more manageable, and you often get to work with better people.
• Citizens
• Crowd-sourced volunteers
• Contributors
• Freelancers
• Organizations
With the first half (the free half!) of this list, comprising citizens, volunteers and
contributors, you need to provide a platform where they can show off their own
work and contribution and feel that they have a value.
ʻThe ability to “retweet” another userʼs post, the hashtag and even the use of the
word “tweet” were all pioneered by users. The company has also let a community
of developers run wild. More than 50,000 applications now tap into Twitterʼs
stream of information. “We decided to open up the technology platform early on,”
says Mr Stone. “That led to an unexpected explosion of variety for users in all
these Twitter applications.” Financial Times
“Twitterʼs founders created a simple messaging service. Its users turned it into
something huge. So the question now: Whoʼs in charge? Steven Levy, Wired
“By encouraging users to experiment with the service and build around it, Twitter
has cultivated an engaged and loyal user base. “Letting developers create a
presence on the web that is three to four times larger than Twitter.com is
extremely smart,” says Loic Le Meur, founder of Seesmic, one of the largest
Twitter application developers. “They let us innovate faster than they innovate
themselves.” Its genius has been to let its users and the developer community
decide what to do with it” Financial Times
With the second half of the list, the half you have to pay or share ownership of
your idea or business with, the freelancers and organizations, there are some
golden rules to follow and golden people to find.
Generally these are slightly older, old skool, successful people, rich and well
connected, in the real life rather than virtual space.
Iʼve secured to work with me previously some of the very best people in their
fields (for which I gave them equity in my businesses): Stewart Till (Chairman of
the British Film Council), Terry Venables (ex England manager), Mike Lee
(Media Director of the London 2012 Olympic bid) and Richard Curtis (writer,
director) and now Iʼm working closely with Queen Rania of Jordan on 1GOAL,
who opens doors at the highest level and enables me to walk through with the
1GOAL plan.
Work with someone great and loyal who will pull the whole thing together
for you.
Behind every great coffice worker is a great C.O.O.
Attention to detail, through a C.O.O. running your operation or a developer geek
building your website, can be the hardest thing to achieve in a coffice and the
mindset of many coffice workers is often of more of a creative than detail leaning.
But to have success, you need every single aspect to be perfect. Your financial
management and your website working on every platform are but two. So try to
find that great person who will turn everything you do into gold. Someone who
really cares about your finer details and enjoys working in silence!
6. Market Your New Product in Primetime for Free
Now – it is Now! This minute, while you are reading this book. Even the fact that
you are reading Coffice now has value to your wider social network. Watch
Twitter and see how much conversation and breaking news is trending right now,
this minute. Top items of discussion can have tens of thousands of new tweeted
conversation and sharing every minute.
Take advantage of the fact that Real Time is the new prime time to market and
advertise your product or idea for free by following the 4 Rʼs: Be right now, real,
relevant and ripped off!
Be Right Now
Twitter and Facebook are the new global water coolers. Itʼs where the latest
conversation is taking place and where people need to be talking about you.
“To me itʼs like working in an office with thousands of funny / clever people who
only speak when they have something useful or funny or interesting to say”
Graham Linehan, writer of Father Ted and The IT Crowd on Twitter
For companies large and small, Twitter emerged as an effective way for them to
communicate directly with consumers. Politicians used it as a campaigning tool,
while to celebrities, Twitter offered a more intimate connection with their fans. For
the media, Twitter helped break news and supplement reporting.
I saw this when working recently with Queen Rania of Jordan for 1GOAL. She
sent out a tweet, covering several points. Twice as many people retweeted the
top fact - relevant to everybodyʼs daily life, than the bottom one.
ʻThe Answer Factory give the people what they want. A fiendishly clever start-up
knows what we are goggling and then churns out thousands of videos and
articles to meet our every instant whim and wish” Wired
Be real
You need your business to be real and authentic. There are so many
communication channels and you cannot stop public opinion. So if you are not
real then people will soon be telling each other very publicly their thoughts about
your unreal, artificial messaging.
Protesters in Iran had a very real, authentic issue, which they managed to
communicate to the world through people believing their story and spreading
their voice globally through Twitter.
While anyone trying to promote through unauthentic means generally now gets
ʻfound outʼ, and ends up in a far worse place.
Share the idea around the coffice, through your social network and listen to what
they say. If they like it, loads of other people will, if they donʼt, other people wont.
People donʼt generally steal actual business plan ideas from others these days
but if they do it is also generally quite easy to claim your ownership.
I had a friend come round one evening and tell me they had seen one of my
ideas in Time Out London magazine. I didnʼt know anything about it, bought a
copy, contacted the major sports brand that had ripped me off and banked £15k
later in the week.
7. Never Research Anything, Ever Again
ALL these ʻcustomersʼ hang out in coffee shops. Find the right one and make it
your coffice. Listen to them, see what interests them. Find out what people really
want, what they are really like, what pushes buttons. Watch and observe your
customers.
In my first job in the Boots the Chemist for 3 years behind the counter, I learnt
more there about engaging people than doing anything else before or since.
They donʼt know any different, you do. Their whole mindset to media, technology
and products is different from yours and it is a critical distinction to acknowledge
and learn from. Their use of communications are the future of your business.
ʻYou had computers before the internet – what on earth for?ʼ they ask.
Every time you show you are impressed with technology – ʻOh look, I can watch
live TV on my iPadʼ - is exactly like your parents saying to you while you watched
Top Of The Pops, ʻIt all sounds the same to meʼ.
“Ever since the age of four, Iʼve been creating businesses in my head. The
greatest gift my parents gave me was the freedom to dream.” Richard Tait had
left Microsoft in Seattle after launching 13 businesses for them. Along with his
partner Whit Alexander, he developed a new board game called Cranium. He
knew they had a winning product, yet despite huge efforts they couldnʼt get the
main toy distributors to take it on.
They had placed an order for 27,000 copies with a manufacturer “but we had
nowhere to sell it,” Richard recalls. Commiserating with Whit in a local Starbucks
after failing to get their product into the American International Toy Fair, they
looked around at the customers in the store. “We thought, letʼs take our games to
where customers are, rather than where games are traditionally sold,” says
Richard. It was the perfect audience of young, hip professionals. Using his
business connections he persuaded Starbucks to stock the game – the first time
theyʼd sold such an item.
As it took off, Richardʼs became the first game sold on Amazon.com, the first sold
in Barnes and Noble and the first with a host of other retailers. Growth from this
point was prodigious before Richard and Whit sold out to Hasbro for $77.5
million. “We built the third largest games company in the world because we love
to change the rules,” concludes Richard.“ Iʼd urge other entrepreneurs not to be
fearful. By challenging rules, you open-up your business to bigger thinking. And
besides, itʼs tons of fun!”
8. How to Engage a Public that Doesnʼt Care, to Care
People donʼt really care about your product - or your great ideas.
Sitting next to people in a café and earwigging you will hear how little they really
care about brands and news. They are topics for a brief catch-up and gossip but
rarely do people, when talking about anything current, get all the facts right.
Theyʼve quickly heard or scanned something and only got 80% of the story,
which is enough for them. They donʼt care enough, or even have the time in their
busy lives, to give you the time you want.
When you do engage them and they ʻcareʼ it is only for the time it takes to drive
past a car crash. (You know, when drivers slow down to look at the devastation
and then pass, speed back up and put it behind them.) So, to put it in perspective
... youʼve got to keep creating car crashes every day of your campaign.
The bloggers in Iran in ʼ09 created a huge global swirl of support with citizens
and media but then it all suddenly stopped. Why? Michael Jackson died. And the
news agenda moved on and didnʼt return. It hardly ever does.
So you canʼt start too early but once you go – go. Start your campaign with a
bang and keep it going every single day with new news and interesting stories. It
means all your coffice work for that period is outward facing. No more time for
reflection and relaxing, itʼs go go go. Once you have a momentum going you
canʼt stop.
For Red Nose Day we chose to create a momentum for 42 days. For 1GOAL it is
77 days. Anything longer we canʼt sustain. Itʼs a ral challenge to have enough
content and stories to keep the public caring for any longer.
A graph showing the interest online for the biggest fundraising event in UK
history, Red Nose Day 09, raising £82m, indicates that although it was a huge
success the graph is like the long tail in reverse. People only cared for a short
time and in that moment we had to make them do something...
Opinion formers
Are they using Gowalla?
The easiest people to market anything to are the opinion formers within your
consumers. The ones that want to be the first to know and the first to tell their
friends about anything good and new.
They are on the look out for something new to share with their community. Again,
work in the right coffice, where these people hang out and see what they think of
your idea and the latest communications tools they use.
And use those tools. It was Twitter, if you used that it created interest in its own
right. Now it is Gowalla. Use Gowalla to promote your brand right now and you
will pique the opinion formers interest.
Journalists
Help them show off.
Make sure your idea enables journalists to tell their own story about it. They
should be targeted to become fans of your product so that they ʻwantʼ to write
about it. Often they simply want to show off, being first to know about
something...or being a journalist with your product makes them better than
anyone they know. Journalists like to show off, help them do that.
Test it on fellow coffice workers. if they tell other people then itʼs a good sign.
They will only tell other people if it makes them look good...
AND, many journalists are coffice workers by trade. They are freelance and have
to move around, so Iʼm hoping that works for this book!! But also find the local
coffice where journalists hang out and work alongside them.
With Red Nose Day, we had our nice logo on the top of our Facebook page. We
were doing well with new ʻfansʼ joining every day but one day someone
suggested changing it for a picture of Chris Moyles, the big UK radio DJ, with a
red nose on, our traffic went through the roof.
Also that same Chris Moyles kindly climbed Kilimanjaro for Comic Relief. He is a
well-known user of Twitter. While he was climbing he didnʼt take his phone and
didnʼt tweet but his Twitter followers grew by 20,000. Meanwhile our official
(unknown) tweeter was tweeting about the climb every hour. Our official Twitter
account grew by 5,000 followers!
The Public
Go to them. They wonʼt come to you. and they probably donʼt trust you, either!
The public is very busy. They havenʼt got time for you or your new product or
idea. They certainly arenʼt going to go out of their way to find out about you.
Online, this manifests itself by providing all the communication you want to with
your audience on the third party websites they are already on. With Red Nose
Day we found that not many people clicked through from our pages on Facebook
or the BBCʼs website to our own rednoseday.com site.
So with 1GOAL we have gone to them. We have produced mini websites that
can sit on third party sites and the user doesnʼt have to leave their favourite site
to see what we are all about and engage with us.
Again, itʼs a by-product of Coffice working that you come to understand this and
see what your customers are interested in today, as it might not be the same as
yesterday or tomorrow.
“The message you get, in a lot of ways, is less important than whom you get it
from. If you get it from someone you trust, youʼll listen to it. Whereas if you get it
from someone you donʼt trust (ie anyone (brand) you donʼt know) you might
actually believe the opposite of what they said. I think thatʼs the basis of
the value that people get on Facebook ” Mark Zuckerberg, Founder, Facebook
9. Donʼt Worry If Youʼre Going to Sell Anything, But Plan How
You Are Going to Sell a Million
If you take everything youʼve learnt from this book and put it into the
development of your winning product, it will result in the very reason why your
potential customer will be interested in talking to you about it.
Youʼve learnt and lived with the very people you want to buy your product.
You should be in a position where itʼs like selling shoes. You should not have
reached this point unless you have a product or idea to sell that is exactly what
the customer wants, with no debate. You wouldnʼt sell a size 9 shoe to someone
who wanted size 8.
The trick from here is how do you get from that first customer to the millionth.
You need the first customer to engage for you on average at least one further
sale. This is called a viral expansion loop. If you can average above one you are
guaranteed sales.
“Facebook and others have tapped into the power of viral loops to build massive
audiences in record time. Now theyʼre using these growth engines to create the
future” Fast Company magazine
Imagine being in this position if you were still working in an office? Youʼre not, are
you?
10. Tip Well and You Can Afford to Start Again and Again
Without all those office leasing and commuting costs you are saving a fortune.
Always remember that: be nice, tip well. Avoid any guilty feelings that will detract
from your positive wellbeing and make sure if you like a coffice that the staff are
happy to see you day after day.
You might spend more on food and drink but you can choose to eat the very
best, most healthy food and itʼs still cheaper than any office option. You can
even afford to order teas and coffees and not drink them.
The cost of an office space can be £300+ per week. The cost of a coffice should
be around £10 per day.
The Coffice@Home
What next? Office: To-Go
Join the global ʻcoffice workersʼ community
1GOAL: The coffee shop diaries
Youʼre relaxed, had something to eat, watched a bit of TV and suddenly feel
ʻready to goʼ. But itʼs pitch black and unless you live in our ever-growing number
of 24-hour cities you are going to have to work at home...
Which coffee machine should you invest in (for a late-night decaff)? Iʼll review:
Clover
Nespresso
Lavazza
Filter
Gaggia
iLLy
San Remo
But make sure you but a wholesale supply of Byron Bay cookies. The most
popular café cookies in the world. Iʼve seen them literally everywhere.
• Know where your beans come from (Davies' are from a farm in El Salvador and
one in Nicaragua.)
• Freshness. "You need to know when the coffee was roasted." Three weeks is
the optimum.
• Favour a burr grinder, not one of those helicopter blades because they don't
grind evenly.
• Get a good-quality machine with a stable temperature.
• Keep the frothing wand clean. "If you overheat the milk it loses its sweetness."
Youʼll also fnd that coffice working makes you even more popular at home, if you
choose it to! Because you can finish your work in half the time (but itʼs your
choice whether to go home and relax and enjoy company or, unfortunately like
me in too many occasions, choose to just keep on working….).
But when you do get home, you are a lot less stressed than having been in the
office all day. And if you have played your cards really right you will have brought
home some great break and bakes that the café sells off for half prices at the end
of the day!
Whatʼs the future and even the NOW for you early adopting coffice workers... ?
Coffices provide far more than just a cheap and mobile outlet as weʼve seen.
They create an environment thatʼs good for you and your business. But
technologyand retail trends are constantly changing and with WIFI through
dongles, 3G and the iPad, Office: To-Go is the future.
But it is early days. You can maybe work on a plane, train and bus now but they
donʼt yet provide the most conducive and effective environment for the positives
of Coffice life outlined in the book
So we will look at which sector will grow or change to meet the demand for
coffice working on the go.
At www.cofficelife.com
Facebook.com/cofficelife
Linkedin.com/cofficelife
Twitter.com/cofficelife
Let us know
Nominate 5* coffices in every town and city in the world
The most expensive Wi-Fi youʼve ever come across
Access
Latest reference websites and materials
Daily inspiring websites
Magazines to read
Case Study: 1GOAL
The Coffee Shop Diaries (sample)
Showing the behind the scenes work in creating the biggest cause related
campaign of all time. 1GOAL: Education For All, A legacy of the 2010 World Cup
campaign, which I am doing from great coffices around the world
Working away in the very cool (and free WI-FI) Alsur Cafe in El Born.
http://bit.ly/b2sjbq (except getting high on second degree
smoking!) 5:15 PM Feb 17th from bit.ly
Talking 1goal with supporters MTN CEO (130m customers in Africa!) and
Simon Le Bon... #mwc 11:33 PM Feb 16th from Tweetie
Backstage with Duran Duran. That wasn't something I thought I'd ever
say, let alone this morning...#mwc 11:05 PM Feb 16th from Tweetie
Backstage at GSMA #mwc with Eric Schmidt - he's taller in real life....
4:01 PM Feb 16th from Tweetie
So, I introduced Queen Rania to Joan Laporta for 1GOAL - didn't think
that would happen when I got up this morning... 1:10 PM Feb 16th
from web
Lets hope we can make the 1GOAL campaign as rewarding for children
not in education as it is to work on it... 11:13 PM Feb 7th from web
Just had work emails from 3 different people in last ten minutes...Still
25 weeks to go and 1GOAL already 24/7... 11:12 PM Feb 7th from
web
This is the day I write 'Coffice' book. At Bills (Brighton) the best cafe in
UK - not a good coffice but great food and coffee.. 12:03 PM Feb
6th from Tweetie
In Tate Britain cafe for meeting with someone who's currently in the
Tate Modern cafe... 10:52 AM Feb 5th from Tweetie
In Soho cafe with h'phones on - sure others think Im listening to
something 'cool' and not Owain updating us on 1GOAL lobby and policy
work... 1:13 PM Feb 4th from web
Security alert at the office (as we're next to MI5) - so the whole 1GOAL
team coffice working in local Starbucks... 11:59 AM Feb 3rd from
web
Long day - still going - lots of calls with Jordan, NY x2, San Fran and
Joburg. All exciting to get so much support for 1GOAL. 6:21 PM Jan
29th from web
Looking forward to millions more coffice workers joining in the coffee
shops of the world with the improved iwork on the apple #ipad....
7:59 PM Jan 27th from web
Molly is 14 this week. When she was 9 YouTube didn't exist. Mind you,
when I got married the Internet didn't exist... 11:07 PM Jan 26th
from Tweetie
I'm in the 'actual office'! It's almost a first! The coffee's not great, we're
in rainy vauxhall but the vibe on 1GOAL is big and brilliant... 4:21 PM
Jan 22nd from web
Gordon Brown on Haiti, poverty and our 1GOAL campaign in The Indie.
Motivating for the last 14hr work day of the wk!
http://bit.ly/6Kge4t 7:35 AM Jan 22nd from bit.ly
At mfootball conf at Arsenal to talk about 1GOAL and to see how they
keep the pitch so green! http://twitpic.com/z1s4c 11:07 AM Jan
21st from Tweetie
http://twitter.com/chrisatcoffice
Good meetings with 1GOAL team, X-box, Ning and London 2012 - now
working away in the laptop hell of the Soho House 'coffice'... 5:04 PM Jan
20th from web
Following Conran's 'Albion Cafe' Twitter that tweets when the buns are
fresh out the oven.. http://bit.ly/8UCofs 3:54 PM Jan 13th from
bit.ly
http://twitter.com/chrisatcoffice
Good meeting with DiFD and Microsoft in the Phoenix Pub, Victoria.
Great pub as well! 6:54 PM Jan 12th from Tweetie
http://twitter.com/chrisatcoffice
QueenRania
Many thanks 4 all the New Yearʼs wishes. Good 2 B back in
the saddle after the school holidays. Any NYʼs resolutions? Mine: 1GOAL!
1:34 PM Jan 8th from TweetDeck
Retweeted by you and 7 others
So! Im writing the book (at last) about why working from a coffee shop
is the best way to build a winning business! 'Coffice' Will want
help!? 9:26 AM Jan 7th from web
U know I like working in coffee shops but this is the worst conditions
ever. 2 v.old people playing v.bad lounge music in the Alp hotel
bar. 6:30 PM Dec 21st, 2009 from bit.ly
Amazing view from the Coffice of Les Deuz Alps at 1800. Lots of
1GOAL planning and work still to get through before skiing and Xmas....
6:56 AM Dec 21st, 2009 from web
rt QueenRania
Met top web gurus of our time to talk about 1GOAL.
Hopefully these great minds will come up with great ideas to
support the campaign!? 1:14 PM Dec 10th, 2009 from web
Retweeted by you and 19 others
So on Air France to #leweb Paris I get to learn the words 'turbulance'
and 'seatbelt' are the same in English and French.. 11:51 AM Dec 9th,
2009 from Tweetie
Another mad day ends at airport. Leaving Bono and Mariah behind at NY
Vevo.com-#1GOAL launch and off to Paris with #queenrania team for
#leweb 3:58 AM Dec 9th, 2009 from web
RT @join1goal at the launch of Vevo - the massive new music website
supporting education for all with #QueenRania, Bono, 50Cent and
Mariah... 1:24 AM Dec 9th, 2009 from Tweetie
Coffice working in City Bakery on W18th, amazing cooking smells! and
watching S. Blatter anounce 1GOAL again at the draw and feeling
emotional! 1:17 AM Dec 9th, 2009 from Tweetie
Just had coffee at The Butchers Block, Joburg with the 1GOAL team and
Eusebio! - really. And Andy Cole
10:48 PM Nov 29th from Tweetie
Joburg. Very hot, bloke shot dead outside hotel y'terday. A long way from
winning 'guess the weight of the Xmas cake' in rainy LDN yesterday
10:14 AM Nov 29th from Tweetie
Seen Queen Rania's personal 1GOAL msg to the GSMA board I'm
presenting and where I'm sitting, so the tie is now on!
http://twitpic.com/putuj
10:52 AM Nov 17th from Tweetie
So, tea at Mozimann's with Queen Rania was great - hatching plans on
amazing opportunity to communicate with the whole world for 1GOAL
7:01 PM Nov 9th from Tweetie
OTHER FEATURES TO INCLUDE (full content to follow)
The best coffices to make that whole city your head coffice
Best for: meetings, making phone calls, writing reports, a cool vibe, amazing
views / etc
Links to reference sites
Twitter groups and Facebook to follow for the city coffice vibe
Best café that isnʼt a coffice – to enjoy
Charles de Guille
JFK
Heathrow