Beware the curse of -ing

Yesterday I walked past (as I often do ) the splendid offices of Ofsted here in Bristol and scowled (as I always do) at the line outside which reads with boastful falsehood: “Raising standards, improving lives.”

Ofsted is a quango, which stands for quasi governmental organisation, or as we would call it, a gigantic wank at the expense (entirely unnecessary and far too great) of the tax payer. Quangos are one of the things the liar Cameron said he would sweep away and hasn’t – one more reason why the country is in shit.

On the 7th July 2009 a Guardian writer revealed that there were 1162 of these deformed creations in this country which cost us £64 billion, or £2550 per household. Cameron, I read, has actually created 17 more. But why bother about such petty sums when we’re busy sending billions in aid to fill the boots of criminal politicians all over the globe?

When I was younger they used to say these parasitical organisations were there to provide Jobs for the Boys. Earlier they were called sinecures. And back in the 17th and 18th century when they were a little more open about these things, they made no bones about it. It was an accepted way of rewarding your supporters or keeping your enemies quiet. Rather in the same way that Gordon Brown created lots of new public service non-jobs. There is a lot about it in Pepys Diary, which I am re-reading.

The great thing about the sinecure was that it required you to do nothing, so you couldn’t cause any trouble. But Ofsted is supposed to be helping education. I cannot entirely ignore the fact that every year educational standards, far from being raised, are going down; nor that as a result lives are worsened, as people who have not been properly educated cannot count or read and write, which makes it much harder to get jobs. This in turn is making and will continue to make this country less and less competitive until eventually we sink into the North Sea, a nation of obese, tattooed, drunken, illiterate, mindless slobs.

In the same way The Financial Services Authority has done nothing much to improve (invariably too late) and a great deal to worsen the way financial services are sold. One could go on, but it’s too depressing.

My mind is beginning to fashion new golden rule: that wherever you see a statement that starts with a word ending in -ing, you can be sure what will follow is complete tosh, with no meaning to anyone except the fools who drafted it.

For example, builders are putting up signs that say “Improving the image of the construction industry” which compels the reaction, “Why should I care about your image, you buffoons? If you want to improve it, stop ripping people off and get belts to keep your workers’ trousers up and cover up their hairy arses.”


I was going to write about the dreaded plague of !!! which I see on so much bad copy. With frightening rapidity they spread all over the page and eventually you die a miserable death caused by of lack of response. But enough grumps for today.

About the Author

In 2003, the Chartered Institute of Marketing named Drayton one of 50 living individuals who have shaped today’s marketing.

He has worked in 55 countries with many of the world’s greatest brands. These include American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen.

Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has also run his own businesses in the U.K., Portugal and Malaysia.

He was a main board member of the Ogilvy Group, a founding member of the Superbrands Organisation, one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India. He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

6 Comments

  1. I was watching a Youtube video yesterday. The commentator had what sounded obviously like an Indian accent.

    One of the comments at the bottom of the video said (can't remember the exact words), “Listen to the speaker. These are the people who'll be taking our jobs in future.”

    I had to smile.

    Not only have we already been doing 'their' jobs for decades, but we've been doing them because 'they' prefer to sign on, get cash for free and do sod-all.

    And the reason is that 'we' prefer to work for our living and actually try to get educated instead of going through the motions until we're 16.

    Don't get me wrong: I'm not saying everyone's like that. But that's the best response I can think of to a stupid comment like that.

    I'll bet he's with the BNP or EDL. You know, the 'true' Brits.

  2. Drayton!Brilliant post, hugely perceptive. What a splendid man you are!But I won't buy you dinner yet (!).Etienne

  3. Andrew

    On the money as usual and funny with it.

    Sorry to be a pedant Drayton, but you omitted a couple of words from your definition of QUANGO – Quasi Autonomous Non Governmental Associations.  A bit of a misnomer as most of them are blatantly political in their construction and modus operandi.

  4. Drayton

    Thank you, Andrew. I sit corrected – as opposed to most of them who sit doing nothing much useful

  5. Haha, I agree – there’s a veritable plague of meaningless straplines and bollocks-filled mission statements. God-awful things. Fur coat and no knickers or what.

    1. Drayton

      I have always loved that line about fur coat and no knickers. It reminds me of something a Chinese client – lovely guy I really liked but haven’t seen for years – once told me. I was asking him about the Chinese character. He said “Mercedes in the drive. No furniture.”

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