There’s that (kind of) famous saying that says ‘stop buying things you don’t need, with money you don’t have to impress people who don’t care about you’. Or something like that. My version is a little sweary-er. Adam Ballesty is a clever marketing bloke who has been running campaigns, building brands, developing strategies, leading teams and selling stuff to the masses for years. Sports stuff, fitness stuff, training stuff and booze. Lots of booze. I’ve always been fascinated with marketing because the ‘what, how, when and why’ of selling shit is essentially a study in behavioural psychology.