John Irving has led several major organisations in his Diageo career spanning more than 20 years. Having managed both manufacturing and marketing companies, he has considerable experience in sales, marketing and distribution as well as a broad understanding of the various areas of running a business.

Before moving to Perth John lived in UK; Indonesia: Singapore; Hong Kong and Jamaica and has overseen growth in many Asian markets

Are you proud of your company? Do you look as good as you feel to your customers? Take a long hard look at your advertising and promotions, this is where your rubber meets the road.

Sell your difference

Do you have "the right to win"? Do your customers know this? If you have worked hard to ensure that your company offers something special and different, don't keep it a secret. Show your difference in your image and beat the competition.

Are you excited by your communications to your customers, staff and other parties interested in your business? If not, how do you expect them to feel?The world is a fast and exciting place, make sure that your image is exciting your sales.