Last week, Esquire continued its informal but informative curriculum of Monkey Shoulder Business Academy events in the suitably stylish environs of London's Maddox Club, by hosting 100 Esquire readers for the evening to enjoy guest speaker Trevor Beattie's views on successful self promotion.
In a live discussion with Esquire business editor Henry Farrar-Hockley, the advertising legend espoused the importance of putting passion and enthusiasm before spin, rubbished Wilde's famous maxim that bad publicity is better than none at all, and served up a timely reminder that - thanks to the internet - however we choose to express ourselves on the record, we are increasingly subject to global scrutiny.
Several ambrosial whisky cocktails later, the conversation expanded to include his alternative views on the Ministerial expenses scandal, the inspirational UNICEF project he considers to be his best work to date, how the preparations are going for his trip to space on the Virgin Galactic shuttle, and why he thinks Eddie Izzard should run against David Cameron in the next general election (no, it has nothing to do with jam). An evening well spent, we think you'll agree.
If you are interested in attending our third and final Monkey Shoulder evening on Thursday 9 July with shaving entrepreneur Will King, please email your details to firstname.lastname@example.org to be entered into the draw for tickets.