Tony Macken (Daylight.ie) gives wisdom before the episode even starts. He got it from Brennan Scanlon ("super sharp"): you have to sell yourself—become a person(ality). Then talk passion. End up with your profession: person, passion, profession. The three Ps. Paul thinks of Pat O'Connell, fishmonger in the English Market. Then the episode ends. It starts again at 2:57 with Paul sitting like a naughy school boy. Paul's buttons are pushed. How do secondary make themselves attractive to new pupils? He recounts a case study: it is a horror story. There is no fun in secondary school: homework, tests, the world's heaviest bag. Roger tells legal joke very badly at 6:45. Paul recovers the episode in military style. There is talk of a letter to a photography magazine by someone who was looking for advice about becoming a war photographer. This appeals to certain people, Paul says. Advice: You can't appeal everyone. Does secondary school appeal to people who want to build muscle to become a shot putter? Tony made himself attractive by wearing a super jacket that made us ask questions. It gave us a hook. A way into a conversation. How lucky was that? So much of what people understand from a message is determined by people's previous message experiences. If your message is successful, is it down to you or sheer luck that your audience was set up well to receive your message? Communication is fraught with risk. Paul urges urgency. We talk about naming your company. Use words that explain what your business. Carrot is a bad name for a computer company. Paul expresses gratitude. And so ends season 7.
