When you understand the difference between context and content it enables you to have a new perspective on your business.
Our industry is wonderful at delivering content: what to say, what to do, how to look.
Why don’t we run with this: let’s use our relationships and community as wonderful contextual platform to shape our business.
McLeod and clear 
Even better – let’s use our businesses as an opportunity to shape our communities! By being really involved in local schools, clubs, community centres and helping local people make the most of local resources, we aim to be the source of all sorts of information and help for our local community. The payback over the long term is that everyone knows us, and we become the “default” agent for the area. Plus, we get to live and work in an area that we have invested time and money in to make great!