“To put a competitive case is to present your case – your company, your product, your idea, your policies, your proposition – as attractively as possible. It’s why people buy cosmetics, why window-dressers should be well paid and why costermongers polish their apples.

No competitive enterprise, in whatever field of endeavour, can leave its apples unpolished and still expect to win.”

Jeremy Bullmore, former Chairman, J Walter Thompson