Magazine article Marketing

MARKETING MIX: Pen Portrait - Michael Johnson, BT Retail

Magazine article Marketing

MARKETING MIX: Pen Portrait - Michael Johnson, BT Retail

Article excerpt

Michael Johnson is director, new ventures, BT Retail. His main objective is to generate new revenue opportunities for BT beyond the core telephony and data calls. He is also a member of its innovations steering group.

This writer placed this fast, highly simplified writing at the very top of the page and had completed it when just a third of the way down.

It is an indication of him being a fast thinking, especially decisive (OK, at times a trifle impatient) individual who is not given to wasting time or words.

His attitude is one of using the 'right' word rather than a plethora in the hope that one will fit the bill.

Such simplification, plus the high degree of legibility he has managed to attain, points to his not only being a highly adept communicator, but very bright too.

His signature is big, flamboyant, entirely illegible and followed by a full stop. Bigger than rest of writing = private self is different from public image. …

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