A pretty simple question, with potentially a pretty simple answer . Yet it is one those questions that carries a whole load of baggage and pitfalls. Does the questioner want a truthful answer …?

Hi Alf, its been a great summers day , hasn’t it ? Blue sky all day, birds singing…

Nah Liz, I got burnt in the sun, my fault, but then I tripped over some idiots bike in the park and broke my wrist on the footpath….so it ain’t been that great…just remembered I got fired ….

At this time of year, within our industry,immediately post Halloween , the question on every one’s lips is how was it for you (or rather for everyone else)?

Well the answer is not so straight forward ‘cos it was different for most. There are local issues that have affected some in completely different ways. For example one customer had a very good Halloween because a competitor had closed but another not so good as major road works hampered their customer flow , so it was ok but not great. But for some ‘it were great’.

Marks & Spencer’s have recorded their eighth year of falling clothing sales and consequent decline in profitability. Yet over a similar period, selling presumably similar product (clothing) Seasalt has recorded ten years of annual growth exceeding 20%.

Their gross profit increased last year from 55-57% and their net profit was five times higher than last year at £2.5 million. Their total turnover was £66 million and they have been going since 1981. So they may not as large or as long established as Marks , but they are not the the new kids on the block either. They have and are experiencing the same high street retail as everyone else, but they would have a very different answer to the the same question. Oh, and just one other thing , they dont only sell clothing but their focus is women’s clothing , Mark’s biggest problem. Come to think of it , so do Primark, so do Next and they are doing quite well, if asked how’s it for you….

It’s a question , I am regularly asked but think about, before opening my big ‘gob’. I think about who is asking and what do they genuinely want to hear. If they are having a really tough time, especially through reasons beyond their control I don’t really think they want to hear how wonderful everyone is doing (rarely quite that straightforward). On the other hand, if I figure that they are having a tough time and would want to know if others are having a better time then they may get some inspiration, motivation or just ideas that will help change the course of their business, I tell ’em.

So my theory on the post heading is….If you ask the question, consider whether you will get a truthful answer, and whether you want a truthful answer. If you are asked the question, ‘sod the questioner’, give the answer you want to give .