As Verbal Kint says
of Keyser Söze in The Usual Suspects, "The greatest trick the Devil ever pulled was convincing the world he didn't exist." Our business guru this month, although not the Devil, or even Keyser Söze, has managed
this skill for generations and continues to create controversy every time he raises his (possibly mythical) head.
The Loch Ness Monster (or Nessiteras Rhombopteryx, to give it the full Latin) is a business genius, creating wealth, inspiring utter loyalty in those who follow him (or possibly her, no one knows) and overseeing a global brand from what is essentially a large pond. And the branding strategy
is very clever and extremely effective.
After all, 'monster' summons up all sorts of male, violent and terrifying imagery, whereas 'Nessie' is much more cuddly, empathetic and female — our friend here covers both with equal aplomb and yet on a personal level remains obsessively secretive and publicity shy, like some kind of underwater Howard Hughes.
This underwater life makes Nessie excellent at avoiding too close attention from the authorities, moving around various hiding places with all the silky skills of a room full of offshore tax lawyers.
But throughout the years Nessie has decided to steadfastly remain as a local business. Despite others trying to set up competition (there are over 100 'lake monsters' across the world) Nessie's decision to stay put and not dilute the brand has paid off, and there is none more famous or lucrative. This, in turn, has kept the locals of the Loch Ness area full of admiration and love for what might be, let's face it, a herd of incredibly dangerous animals living in close proximity to their families.
Definitely a 'big beast' of
the business world, he has global rivals of a sort — Bigfoot, the Yeti, the Kraken — but all have realised that sticking to your own territory and not overreaching are the key to longevity and have reached an accommodation with
each other. And if you have
a picture of that meeting, do get in touch.
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