In my new incarnation as a brand coach, I meet lots of small companies, all of whom want to be the next Gü or Innocent. Typically their questions are along the lines of “how can we crack the supermarkets?” or “what should we do to make our brand really stand out from the rest of the pack?”

I always end up asking myself the same question. Does their product move my needle? My ‘needle’ is an imaginary dial from the days of old-fashioned hi-fi systems. It peaks at 10 but spends most of its time between three and four. What I really mean is ‘does the experience make me feel good?’ Even if it makes my day just a little bit better, I’m going to sit up and take notice.

My day starts with a really good shower, scrubbing myself with Molton Brown Black Pepper shower gel (that’s an eight), which sets me up wonderfully for the day. If I can squeeze in a coffee at Artisan - my favourite coffee shop in Putney - (a nine), I’ll start purring.

Folks, these are good rituals and when you can move people’s needles up you’re on to something. Of course, it can work the other way too. I was staying in Glasgow the other day, and on checking out of the hotel was presented with a bill for £25 for making a 40-minute mobile call. I was furious (minus five!). I’ll never stay there again. And yet that call probably cost the hotel about 30p - which is not a lot to keep a customer happy.

On that theme, I was staying at the Luton Airport Travelodge earlier in the year (I’ve come down in the world) and as I checked out the concierge said to me: “I hope you don’t mind sir, I’ve cleared the ice off your windscreen”. I practically kissed him (a 10!). To move people’s needles you’ve really got to tap into their emotions - psychologists know that the rational conscious part of the brain is controlled by the much larger emotional subconscious brain… and that’s where brand decisions are made.

Once needles are moved, brands take off. We all know how quickly good ideas spread these days. We tell our mates, they tell their mates - it snowballs. So if any of you out there have a good idea - I’m interested but it’s got to move my needle.