News & Insights

Things don’t stand still for long at 14forty, and there’s always a lot going on. Here’s the latest FM news and insights.


news 06.01.16

Trumpeting great service

How do you get a good measure of something when it involves incredibly large numbers? Here’s why you need an elephant (or two) to help.

Getting some perspective

The scope of some things is as hard to grasp as jelly in your hands. You can have a measurement, but it can mean very little to you because what’s involved is so vast it makes the brain boggle.

For example, we can understand logically that Wembley Stadium has an interior volume of 4,000,000m3 but it means nothing to us until it’s turned into an equivalent — in this case, 25,000 double-decker buses or seven billion pints of milk. We need reference points to be able to get our imaginations involved and to be able to relate to measurements.

Enter the elephant

And here’s where elephants come in. For some strange reason we seem to like to conceptualise things in terms of elephants; for example, the amount of stuff sent to landfill over a certain period that could have been reused weighs the same as 90,000 elephants.

Setting aside the fact that elephants can weigh anywhere between two-and-a-half and seven tonnes, how helpful is such an abstract comparison? Surely the comparison we use should bear some relation to what we’re measuring?

It’s all very well if you’re just considering a fun fact or amusing anecdote. But when it comes to your business, it’s not a one-size-fits-all situation. We need to use the right measurement and the right way of understanding that measurement — and we need to tailor it to your specific circumstances.

Bringing it back to business

That’s why the first thing we want to know when we start working with you is ‘what’s important to you?’ We want to find out what your priorities are and precisely how you’d like your service to be tailored — before we do anything else.

At 14forty we don’t presume to know what solution’s right for you from the off; we take the time to understand your needs and preferences. We listen throughout and monitor our own progress every step of the way so that we can adapt our service accordingly.

We want to give you service you’re happy to trumpet about.

BBC News Magazine, (2014),‘Small data: Why so many elephants?’ BBC News [online] (Accessed 11 April 2014).


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