title: The Problem with Penguins: Stand Out in a Crowded Marketplace by Packaging Your BIG Idea
author: Bill Bishop
description: Bill Bishop is the CEO of Bishop Information Group Inc., one of the world's leading branding, packaging, and sales-coaching companies. Over the past twenty-five years, Bill and his team of coaches have helped more than 4,000 companies make more money. He lives in Toronto, Ontario, with his wife, Ginny and their two children.
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  ##### MICHAEL JOSEPH
  
  
  UK | USA | Canada | Ireland | Australia
  
  
  India | New Zealand | South Africa
  
  
  Penguin Books is part of the Penguin Random House group of companies whose
  addresses can be found at
  [global.penguinrandomhouse.com](http://global.penguinrandomhouse.com).
  
  
  ![Penguin Random House UK](../images/prhuklogo.jpg)
  
  
  First published 2012
  
  
  Text copyright © Gok Wan, 2012
  
  
  Programme, programme material and format copyright © Optomen Television Ltd,
  2012
  
  
  Photography copyright © Jemma Watts, 2012
  
  
  except [here](chapter017.xhtml#pg40), [here](chapter038.xhtml#pg63) and
  [here](chapter205.xhtml#pg239) copyright © Elise Dumontet, 2012
  
  
  The moral right of the author has been asserted
  
  
  All rights reserved
  
  
  ISBN: 978-0-718-19370-6
  
  
  
  
  
  
  
  
  
  
  
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  ## INTRODUCTION
  
  
  ‘When I was you