Richard Muscat AzzopardiEssays on marketing, strategy, and running a good business.https://muscatazzopardi.com/enYou can run a successful business with kindnesshttps://muscatazzopardi.com/writing/kindness/https://muscatazzopardi.com/writing/kindness/What kindness as an operating principle has cost Switch and what it has returned, from a three-page proposal to two six-figure retainers we walked away from.Sun, 05 Jul 2026 00:00:00 GMTThe four-day week is a strategy, not a perkhttps://muscatazzopardi.com/writing/four-day-week/https://muscatazzopardi.com/writing/four-day-week/Switch has run a four-day week for years. Most agencies get the reasoning backwards: we cut the day because tired people make worse strategic decisions.Mon, 15 Jun 2026 00:00:00 GMTHow good businesses become commodities (and how they stop)https://muscatazzopardi.com/writing/commodities/https://muscatazzopardi.com/writing/commodities/Commoditisation from the buyer's chair: how firms doing excellent work end up chosen on price, and why the way out costs more than a rebrand.Wed, 20 May 2026 00:00:00 GMT