I was the classic difficult student; the lecturer would sigh each time I put my hand up to have another go. Along came the assignment which required me to apply marketing principles to my work. The result? A bit like St Paul on the road to Damascus.
For a start, marketing requires you to put the customer at the heart of the service. This is not bad advice for youth services - where all sorts of people have a stake and the young person may still be the one voice that is not heard. Listening is still revolutionary in public services and good advice for those charged with writing the green paper for youth.
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