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From:rutherford@monkwellstrategy.com
To:clive@summabellisystems.com
Clive,
I admit I was skeptical when I first came last year with the concept of reattacking arms makers as an ethical investment. But I will take off my hat to you, sir.
The potential collapse of US security assurances offers a unique window of opportunity to reconstruct the defense industry with another much more positive light. First of all, the prospect of a significant increase in defence spending is simply good news for all investors. Anyone who hasn’t loaded into defense stocks at the moment is either pacifist or foolish. But there is an opportunity to rebrand along the line that we spent Sunday at Pennine and that we blasted the entire industry out of the air. I still have a great respect for your shooting!
From a communications perspective, we now have the opportunity to reconstruct the debate about the importance of the work we do and argue that protecting freedom from aggression and extremism is in fact a high level of virtue. As part of this, it plans to put pressure on the EU to reconsider sustainable investment rules that make it difficult for the EU to invest in the defence sector. After all, there’s nothing very environmental about the Russian T-90 rolling along the Autoburn.
We are no longer those who help support the oppressive regime. Obviously we are (but within the scope of approved government regulations!). But more importantly, we are those who protect democracy and protect peace. Therefore, there is no more ethical inventory.
But the key to this argument is a change in the way we think about what we are selling. You need to switch focus from output to result.
You no longer sell advanced weapon systems, you sell security. You are not manufacturing attack drones, you are saving Western Europe from Putin. We do not sell shells that pull armor. You provide a homeland security system. Rather than making weapons, they produce peace through security. In the ethical arms industry, we don’t sell weapons, we sell freedom.
The second thing we can emphasize is work and opportunity. He is working to have Keir Starmer visit the factory and back up his new defense apprenticeship scheme. (This has a happy extra bonus that makes it more difficult for him to ban the sale of the product in question when someone finds out you are selling to a country other than Denmark).
Remember: missiles mean work. Bigger missiles mean more work.
The best soon, Rutherford
Straba, Com Sidenham Hill, London, 3 hours 04m Brighton, Al Jubaira/Boda Loop – 42 minutes.
Whatsapp to clive at sbstystems: aargh, clive, “The bigger bomb means more work” made sense as a joke between us. I didn’t suggest you push it out on social media. Can you pull that artwork back to PDQ or blame a hacker or something?
whatsapp to cluster at sbstystems: If you reconsider, don’t blam the hackers. We sell advanced defense systems. You don’t want to look uneasy.
From:rutherford@monkwellstrategy.com
To:clive@summabellisystems.com
Clive, its social media squalls good work. There’s no harm. Incidentally, there are no products that suggest environmental sustainability or care. It is the greenest white phosphorus on the market. (Jokes!!!)
I thought that we might consider changing the company name in addition to our strategic plan. The Latin word for “high war” is probably a step away from what we are trying to achieve. The obviously simplest shift is in the SB system, which causes relatively little attention.
But we wonder if we should try to capture this new moral wave with something more imaginative. How about Freedom Solutions? Or the Safeworld system? They also began seeding wider pieces to move away from the useless names attached to the industry. You know things like military industry complexes and weapons dealers. We have been focusing on new catchalls for industries that want to rebrand as a great freedom. Like I said, the result is not an output.
Obviously, we use a variety of techniques in real buyers, but the old approach is either kept secret or limited to private meetings.
Best, Rutherford
Find me on Strava. . .
From:rutherford@monkwellstrategy.com
To: all@monkwell.com
A quick note with some exciting news. I know that many of you are urging us to take on more ethical projects and ESG clients. Now, we are proud to announce that it has been held to significantly drive a big chain of new ethical investments supporting the high moral work of the defense industry. Or, as we are calling it now, great freedom.
More coming, R.
From:rutherford@monkwellstrategy.com
To: all@monkwell.com
Okay, let me explain. . .
Message retrieved by Robert Elimsley
