Two decades or more ago, back when I used to own a marketing agency, I was sitting in a meeting with a client, and after hearing them drone on for an age as to what they wanted us to include in a new advertising campaign, my frustration bubbled over and I shouted out: FFS!

As you might imagine, the room fell quiet, my team looked at me a little nervously, the client looked shocked and concerned, but I knew that finally I had their attention and went on to explain.

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