I’ve always liked this phrase to describe a freshen up. I’m not sure where it really came from, but I first heard it from my friend Tina, who got it out of her mother Jo’s CWI cookbook from the chapter on ‘mutton’ in the ‘leftovers’ section.

It’s arguably more poetic than ‘new-ish website here.’ Although since ‘smartening up’ involved dousing the chops liberally in vinegar, maybe only just.

Anyhoo, prior to Covid putting the skids under so many things, I was doing a job with Greg Partington. He’d just bought the rest of his company back from Head Office and was keen to open up the throttle. Greg can be demanding and a ‘hard marker’ - but mainly on himself.

He wanted a campaign for the new company ‘Stanley St’ and we had settled on doing a series of candid interviews with his people that would run in Air New Zealand’s ‘Kia Ora’ magazine.

One thing we quickly agreed on was that ‘storyteller’ was a well overused term, ever since it had been kidnapped by people in marketing.

Stories have twists and turns, mood and details, characters you want to slap, and those you root for. The good ones have nuance and aim, vulnerability and charm. Of course so do the best ads, but contrary to what that insta tutorial has told you, writing copy doesn’t automatically mean you’ve written a story, least of all a good one.

I know this because I’m guilty too, having hastily written a shopping list more than once or twice. I’m trying harder.

It’s all well and good giving advice, my problem is following it. But as I rambled my way around Squarespace, I realised that behind my own work there was often an interesting backstory.

I’ve tried to tell things as they were, although I’m sure, ‘recollections may vary.’ There’s been some wins, some hard yards, and I’ve also kicked some spectacular own goals along the way. It’s all a work in progress I reminded myself.

But be honest, the fails are more interesting aren’t they? The car crashes. Even the little ones, of which there are many. Like the time I was giving a presentation - back in the day to be sure, but coincidentally also with Greg - and the client, who was staring at my feet started laughing. Looking down to see what was so funny, I discovered I’d put on two very different shoes. The shared the same colour but that was about it.

“What?” I asked, with a shameless pivot to the front foot. “You’ve never been so focussed on a job that you’ve put on different shoes?”

Who could argue with that sort of commitment. Shameless or not.

It’s not all the mahi by a long shot, just the stuff I like and the stories I remember. Well most of them. I’ll add more here. I’d like to say regularly, but I history would suggest otherwise. I’m working on that too.

One thing for sure is, I’ve been fortunate to stand on the shoulders of many, many talented people along the way who have shown not only kindness but an extraordinary amount of patience.

They know who they are, now you can too. It’s their story as much as mine.

Enjoy the chops.