According to leading economist John Kay ‘obliquity’ is the way forward for achieving many of our goals in life. In the context of his new book, it means approaching things from an oblique or non-direct angle.

I went along to the Institute of Advertising Practitioners last week for an evening hosted by Ogilvy Group Vice Chairman and IAP President Rory Sutherland. At the event Kay made a persuasive argument for his theory and I immediately identified with the proposition – that our goals are best achieved indirectly. He makes the point that happiest people don’t pursue happiness; it’s a bi-product from the other things that they do. And the most profitable businesses are not those that pursue profit alone.

What immediately sprung to mind was the obliquity in our own business development. At Milestone, every time we embark on a drive for new business we employ a number of techniques. Traditionally we send out letters, mailing packs and e shots – perhaps a bit of cold calling thrown in for good measure. And we always get some enquiries during the process. But over the years the thing we’ve noticed is that most of the new business we get doesn’t actually come from these direct activities. A much higher proportion comes from our network of contacts and by speaking at marketing events. The softer the sell the stronger seems the result. And as a result we have begun to embrace the oblique approach. But deep down we don’t fully trust it. However, there’s still time – I haven’t finished the book yet…