Most of us like to believe we're independent thinkers but the BBC did a great piece onNudge marketing yesterday which highlights how, for the past 5 years, we've all been nudged by everyone from Politicians to car manufacturers to do their bidding. And we have, adding billions to the bottom line.

In essence, it means using subtlety to achieve a goal rather than a sledgehammer. What's even more interesting in this world of escalating budgets, is that it can cost little or nothing.  Here's how some organisations have saved, or made, millions simply by changing the way they speak to us.

The challenge for smaller organisations is having the will to review the way they communicate with their customers and then the commitment to learning how to do it differently.  In this case, different can definitely equal better. If you don't already know how to do it, make sure you use people who do, like this company whose strapline says it all 'We Drive Growth'