Many years ago, when I managed the communications function for a leading digital innovation agency in London, we were engaged on a project for Sony. At the time, they were bringing out some exciting consumer technology, and the design for the website element featured glamorous photography of people using their hardware: so for a while the office was awash with devices and photographers and beautiful people.
My desk was in the thick of the development team on the fourth floor, surrounded by developers and testers and Flash programmers (and between you and me, a huge amount of fun). One day, one of the developers returned from a lengthy trip to reception (the lift was small and unreliable, and the stairs were steep) with a face like thunder. When I asked what was wrong, he told me angrily: ‘I was told the new Sony models were in reception, so I went all the way down there to have a look

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