In my final year of secondary school I took 9 subject when only 6 would be counted for university admission.  So, let's just say that my marks in chemistry and physics were well disguised.

However, if wisdom comes with age then mine is coming in the form of science.

I have been working in some kind of communications for close to 20 years, and only now am I beginning to see the mathmatics... the statistics... that underpin the profession... and points the way forward.

I am reading a book called Moneyball by a guy called Michael Lewis.  He's the guy that almost got me to understand investment banking in his book Liar's Poker.  This book is about how a bunch of swots figured out that you can manage a baseball team to inexpensive success simply by understanding the numbers.

I am starting to wonder if the same is true of communications.

The famous British tabloids have figured out the perfect newspaper story size and shape, by number of words and paragraphs.  And it seems to work.  They sell millions and millions of papers.

We should be able to do the same with communication.  Not just the right size and shape of communication.  But the frequency and contents as well.

Somewhere out there is an anorak... A person for whom numbers speak in pictures... someone who reads Excel like others read poetry....

I'd like that person to help us find the secret code.  To map out the maths of communications.  I know it can be done.

/df