What’s luck got to do with brand building?

Luck is a four-letter-word in business circles. You won’t hear it at the AGM or read it in the annual report. You won’t find it in any awards entry, training manual or textbook. Nobody ever puts it on their CV. I mean, even I never mention it, and the word appears in my company’s bloody name.

Andy Nairn is a founder at Lucky Generals. His book Go Luck Yourself is published by Harriman House.