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Founded by Managing Partner, James Capon, Lazy Horses Consulting uses a network of consultants with the appropriate brain-based competencies to aid your particular situation. His particular experience is best suited to companies and brands where the emotional component is acknowledged as playing a larger role in brand preference. But emotions always play a bigger role than we imagine in customer preference!
James is a former head of Dockers Clothing worldwide, President of Levi's USA and European Partner at the San Francisco based Neuromarketing company Sales Brain. He holds an MBA from the Solvay Business School in Brussels. Profiling people, brands and corporations shows where inconsistencies exist, draws out strengths and helps with both the direction and speed of change. |
And where did the lazy, crazy name come from?
OK, so there's more than a hint of irony present in the name ‘Lazy Horses’. You wouldn’t and shouldn’t hire lazy people, let alone horses as management consultants!
The name is inspired by the knight on the chessboard; he can’t move as far as the glamorous bishops and rooks; he’s definitely not so flashy but he is difficult to predict and often undervalued - sometimes seen as lazy. His values are often surprise and unpredictability.
After Mikhail Botvinnik had referred to his opponent’s ‘lazy horses’, Mikhail Tal, perhaps the most creative player of all time went on to win a World Championship game in 1960 and couldn’t resist saying at the end “See how I won, in spite of my Lazy Horses’. The lesson – never underestimate the possibilities of what you first perceive as a weakness.
But there’s another reason for considering this juxtaposition between a horse and its rider… named in English speaking countries as the knight on a chessboard but still referred to as the horse (Springer) in German and Scandinavian tongues. And that brings us back to the Horse and Rider analogy.
OK, so there's more than a hint of irony present in the name ‘Lazy Horses’. You wouldn’t and shouldn’t hire lazy people, let alone horses as management consultants!
The name is inspired by the knight on the chessboard; he can’t move as far as the glamorous bishops and rooks; he’s definitely not so flashy but he is difficult to predict and often undervalued - sometimes seen as lazy. His values are often surprise and unpredictability.
After Mikhail Botvinnik had referred to his opponent’s ‘lazy horses’, Mikhail Tal, perhaps the most creative player of all time went on to win a World Championship game in 1960 and couldn’t resist saying at the end “See how I won, in spite of my Lazy Horses’. The lesson – never underestimate the possibilities of what you first perceive as a weakness.
But there’s another reason for considering this juxtaposition between a horse and its rider… named in English speaking countries as the knight on a chessboard but still referred to as the horse (Springer) in German and Scandinavian tongues. And that brings us back to the Horse and Rider analogy.
A useful chess based metaphor from Eugene Znosko-Borovsky, 1923:
"It is not a move, even the best move, that you must seek, but a realizable plan."
Or in plain English: a plan is only as good as the suitability, motivation and professionalism of the people carrying it out.
"It is not a move, even the best move, that you must seek, but a realizable plan."
Or in plain English: a plan is only as good as the suitability, motivation and professionalism of the people carrying it out.