For decades, companies like British Gas and E.ON have dominated the energy industry, with research suggesting they provide energy to over 90% of homes in the UK.
But things are beginning to change.
Independent energy company Bulb are making waves. In as little as three years, they’ve signed up over 300,000 households across the UK, and are continuing to grow.
So what’s the secret behind this small but mighty new kid on the block? And what does Bulb have that other seasoned providers don’t?
Other than being affordable, one clear thing stands out:
Bulb’s ingenious branding.
With a tone of voice that’s fresh, playful and down to earth, Bulb seem the lesser of six evils. They know the importance of making things relatable to customers, and are taking no prisoners when it comes to the energy monopoly. They’re even making traditional providers appear stuffy, stale and corporate by comparison.
Unsurprisingly, Bulb are no strangers to social media, but they also know the importance of word of mouth marking. Their recent growth was driven by a powerful referral scheme (for every friend you refer to Bulb, both parties receive £50 credit to their accounts) – an offer too good to refuse for an average bill payer.
From their striking hot pink brand colours, to their simple, no-jargon approach, Bulb have positioned themselves as a refreshing alternative, in an ugly industry where people are starved of options. By tapping into their start-up mentality, they’ve succeeded in winning over the nation, and as a result of this, possess something the big six will never be able to achieve – likability.
Jolt. Teaching start up business.
Charles Darwin took long walks around London. Kurt Vonnegut made listening to jazz a daily priority. Fiona Apple disappeared for 6 years after the release of her third album.
I ask because I can often be found agonising over the "more". If only I posted on Instagram more, I'll think in the bath. I'd have more followers if I pitched to more publications. I need to post 2 more times a week, minimum. I could go on...
Between you and me, I've got frustrated with myself for browsing Facebook or watching too much TV more times than I can remember.
And I'm not alone. So many of us are terrified of taking a break, creatively speaking. We won't let a moment pass without listening to a podcast, consuming an article or sharing something.
The cognitive load is real, y'all.
But like Vitamin D, sleep and good food, it's not only ok to take a break, it's essential.
Living a successful life is also about knowing when not to work. For your best output, you need to focus on your input, too.
The world won't end if you disappear from the internet for a week or so. Your creativity won't suddenly stop. Your time is now, but your time was also then and it will be again.
Many of us confuse being "busy" with being constructive. But you can only do your best work by taking breaks.
And science backs it up, too. The brain requires substantial downtime to do its most innovative thinking. The ideas you have while driving or in the shower aren't coincidental. They're a result of you taking a step back, whether you're aware of it or not.
Let yourself take a wonderful and indulgent break. Several breaks. Hell, get downright bored.
Wallow in it. Don't be afraid of it. Push it as far as you can.
When you leave your laptop behind, something always happens. A new idea or a fresh perspective appears.
Take proper breaks, often. Completely clear your mind. Your next best idea depends on it.