Dave Harries: Grant, we’re talking about the five Fs in the context of content and we’ve come to freedom. What is freedom in this context?
Grant Leboff: Freedom, really, what we’re talking about is convenience. It’s about making people’s life easy. I’ll give you an example. Things like top tips and lists and those kind of things, because it gives people a shortcut. If I was buying a camera for my son and I went online and there were the five top cameras of 2017 or whatever it is, that kind of thing is interesting because straight away it’s a shortcut. It makes the buying purchase easier. Anything that makes people’s life easy, tips, ideas, hints, things that they could do, even bits of software. It could be an Excel spreadsheet that you’ve programmed, which makes it easy for people to work out a particular sum or a level of tax or whatever it is. Anything that makes people’s life easy and convenient is what we’re taking about when we talk about freedom.
Dave Harries: Presumably, relevant again to the brand, congruent with the tone of voice, and all that sort of thing?
Grant Leboff: Absolutely. Always relevant to the tone of voice and absolutely congruent with the value proposition that the brand has. If you’re in accountancy firm and you had an easy to work out spreadsheet that made it easy to work out a level of tax or something like that, that would work really nicely because it’s congruent, it’s value lead, and it makes people’s life easy. Anything like that at all, yeah, works.
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