david hieatt

Underfunded. No budgets for anything. Cash flow issues. You can't afford to work with the best. But then again, you can't afford not too.

I agree with the Real Madrid chairman: Expensive is cheap. His point is that buying a £70 million player was better value than buying a £10 million player. The Galacticos (as he calls them) sold more shirts, got more press and did more for the ‘Real Madrid’ brand around the world. The £10 million players did none of these things, so he deemed them expensive.

I am figuring you don’t have £70 million to burn on talent. But if you want to succeed, you will have to work with the best.

So whether it’s a website builder, a photographer, a designer, a hacker, tell them your small budget means they can have creative freedom. The one thing creative people want is to show the rest

of the world how creative they are. So you can’t give them lots of money, but you can give them lots of freedom. Let them fly. They live to fly.