Orange's services for businesses are all about helping them to run better. What better way to express this than a pastiche of a management guide, complete with graphs and soundbites, by Orange's own 'guru', the Hard-Nosed Businessman. He represents Orange's most demanding business customer - if they can keep him happy they must be good! As the author of a book, he really comes into his own, sounding off in his entertaining way ... and serving as the perfect vehicle for Orange product stories.

The book proved a highly successful and cost effective conversion vehicle. In addition to its primary role as fulfilment for the TV and poster campaign, it was used to make the most of PR opportunities - for example, events built around spoof book signings where the actor (in character) signed copies for potential customers.