Focus on Brand - Courtesy of EasyJet's Stelios

Martin Haworth

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A few days ago, I mentioned that an easyJet flight to Venice had provided me with an insight to Stelios (Haji-Ioannou), the founder of the ground-breaking low-cost airline, which has revolutionised European air travel.

He was listing his top five things he ‘wished I had known when I started’.

Previously I mentioned that he wished he'd been 'clear on his strengths and delegated the rest'. If you missed it you can find this on the 18th of November entry of my blog, through the link at the bottom of the article.

Number two on his list states:-

"Don't put all your eggs in one basket. Focus - on your job, on your brand. "

This seems a bit of a contradiction to me, but the essence of the best part of what he said, for me is the second bit:-

"Focus on your Brand"

As I see it, this can be construed two ways. It can be the brand of the business or organisation you work within, or it can be your personal brand - about who you are in the work you do.

Working on any Brand means initially being really clear about what it is that you represent, where you are going in your offer and pulling all the stops out to consistently deliver that. To be authentic - all the time.

It is about questioning every action and measuring against the background of the Brand you personally, your business or organisation are.

Clarity and focus are what you must have as a constant magnet drawing you forward.

© 2005-6 Martin Haworth is a Business and Management Coach. He works worldwide, mainly by phone, with small business owners, managers and corporate leaders. He has hundreds of hints, tips and ideas at his website,

. . . helping you, to help your people, to help your business grow. . .


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