Blueleaf's Creative Director, Chris Jones, recently attended the Future of Web Design conference in London. Whilst there, one of the speakers told a story which really struck a chord with Chris and demonstrated how the simplest concepts are sometimes the most effective.

Apparently, the speaker's father was a world class chess player and taught him to play chess. One of the most important and valuable lessons he was taught was to always take the time to walk around to the other side of the chess table and take a look at the game from his opponent's point of view. Seeing things from a different perspective often helped to spot the winning moves.

Need I say more? This can be applied to all aspects of marketing, from web design and user experience through to advertising and direct mail; taking the time to understand your market and see things from their point of view can help you to spot those winning moves.