A muffin company wants to make more money.It's hard to increase their current customers weekly muffin intake - so they need add some new ones.To flip muffin fans who aren't choosing theirs, they need to tell them about their company or muffins that will get them to try one.And tell them in a way that gets their attention.But the first thing they need to do is choose who to speak to. An ad agency?A design company?Branding agency?Packing firm?Social media experts?Behavioural scientists?Media agency?I could go on.And on.Is it helpful to muffin companies out there to slice ‘communication’ into so many tiny specialisms?Some ad agencies dabble in design, some designer companies do the odd ad.But why is it so segmented?Essentially, we're all working with words and pictures to create personalities.Michael Johnson has always straddled that line, the last 30 years running Johnson Banks.And straddled it well, picking up every creative award going, for design and advertising.We had a great chat, hope you enjoy it.Dx