Later today, Apple holds a press conference in San Fransisco where, we are let to believe, they will announce the much anticipated ‘tablet’ device that will extend the user experience domination started by the iPhone.

If nothing else, Apple ought to be congratulated for keeping a lid on the specifics about this device. Corporate secrets are notoriously difficult to maintain because human beings are involved.

People like to talk and even better they like to tell others ‘juicy gossip.’ Doing so serves to elevate the secret teller to a position of power and implies inside knowledge. Paradoxically if discovered it may also lead to that persons corporate demise too.

Competitive advantage is increasingly difficult to achieve and even more difficult to maintain.

Cynics may say the hype is all part of Steve Job’s master PR campaign, either way we’ll find out later.

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Brands spend considerable time and money developing a reputation; individuals do the same, the reality of course is how we feel about the brand or person and how that influences our decisions about them.

My 8 o’clock meeting yesterday morning was with a person I have known for 10 years. Without exception he has been late ever time we’ve met. In light of this I was relaxed at the prospect of 5 minutes late, heavier than expected traffic the cause of my tardiness.

Imagine my surprise when a) he was sitting there waiting for me with b) an almost finished coffee. On the basis of my reputation, he had been 10 minutes early.

Two reputations spectacularly colliding and a reality check for us both.

So, what does your reputation say about you?
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The person found guilty of planting a bomb which took the lives of 270 people over Lockerbie in Scotland, was photographed boarding an aeroplane earlier today wearing a Nike baseball cap.

The photograph, most likely broadcast worldwide, is an example of both good and bad publicity and prompts the question, as  brand owners, we have autonomy to create the brand and how/where we distribute it; what happens next is beyond our control and influence.

One last thought, was the clothing part of a stage managed event, designed to cause maximum impact in the home market of Nike? Either way, it was noticed.

The word failure delivers a sucker punch to hope, optimism and self-belief.

As an alternative, I propose the word ‘lesson.’

Lesson conveys: an experience, one which we can evaluate, reflect and make our own minds up about. A natural outcome to any lesson is: we feel either positive or negative about the experience.

If you are starting a business, lessons will come thick and fast; learn from these lessons and fingers crossed, you might avoid repeating them in the future. If you succeed in doing this, tell me how!

Computers can be re-started by pressing the keys: control-alt-delete at the same time; if only we humans could do the same.

A more inspirational and alluring commercial aircraft it is hard to imagine.

It seems although we were bright and talented enough to conceive, design and create this engineering wonder, we lack the foresight and gumption to celebrate its success in an appropriate way. The last remaining ‘British’ Concorde seems destined for foreign shores; an enterprising Middle Eastern country if the reports are true.

Our government asserts positive role models are key to inspiring our children to greatness in innovation and invention. Conceiving of and creating the next ‘must-have’ world beater must surely come close to the top of our politicians collective wish-lists.

Why then are they allowing this inspirational icon to leave our shores?