COFFICE:

THE NEW WORK SPACE

MILLIONS OF PEOPLE
MAKE MILLIONS OF
POUNDS BY NO LONGER
‘GOING TO WORK’
JOIN THEM

BY CHRIS WARD
(DRAFT 1.1 / BOOK STRUCTURE PLUS SAMPLE CONTENT)
5 coffice
5 coffice
A coffee shop, smart phone, fresh “Chris is a fellow coffice worker
cappuccino, muffin(!) and an iPad or and man after my own heart.

MENU
laptop with wireless internet are now the That’s why he was always
best tools with which to launch & build a underneath our office in one of
winning idea or business. Notting Hill’s fantastic coffices”
Richard Curtis, Founder Comic Relief
Do you work hard but hate offices, cant
stand working in silence, own a laptop “Chris Ward was central to our
you love, spend a lot of time on Twitter success and when we went to
and Facebook, can work with the sound his office he was never there PART 1. STOP GOING TO WORK
of crying babies, like tearing bits out of
newspapers to read later and coffee being
– good job this nearest coffice 20 reasons
was never too far away”
ground, then you are probably a coffice
Steve Pankhurst, Founder, Friends Reunited
worker PART 2. HOW COFFICE WORKING IMPROVES YOUR LIFESTYLE
Millions of people are already making
“Chris made a massive 10 reasons
millions of pounds from working out of
contribution to the success of
Radiohead. I think he enjoyed
coffee shops: Join them.
having the excuse to work out PART 3. HOW COFFICE WORKING IMPROVES YOUR BUSINESS
Find out how Coffice working is good for
of every University refectory in 10 reasons
YOUR LIFESTYLE, your BUSINESS and your
Britain.”
Mandy Plumb, Radiohead Marketing Director, EMI
CHANCES OF SUCCESS
PART 4. HOW COFFICE WORKING IMPROVES THE CHANCES
Built around Chris’s inside stories from Other authors… OF YOUR SUCCESS
his key role in creating some of the most 10 reasons
successful global brands and campaigns
in history, including Comic Relief’s Red
Nose Day, Radiohead & the reunion
phenomenon, Friends Reunited & follow
the story of how he is ‘texting the world’,
for the upcoming 1GOAL (the legacy of the
FIFA 2010 World Cup) and engaging the UK
for the legacy of the London 2012 Olympics TODAYS SPECIALS
All of which he achieves, working out of , ,
coffee shops. THE GUIDE TO GETTING STARTED & YOUR NEW COFFICE
Plus read his top tips on how you can
STAFF CONTRACT
achieve it yourself, picked up from working , , ,
closely with some of the most ‘connected’ WHAT S NEXT? THE OFFICE-TO-GO
people on the planet; Joe Rospars (head
of Barrack Obama’s internet campaign),
Queen Rania of Jordan, Twitter founder Jack JOIN THE GLOBAL COMMUNITY OF COFFICE WORKERS
Dorsey, Facebook CEO Cheryl Sandberg &
Twestival founder Amanda Rose. ‘COFFICINEG‘
WORKICTIONARY
Working from a coffee shop is the new URBAN D one
e shop
wireless Internet inspired phenomenon that A coffees into an
mak ere non-
no one has written about. ‘Coffice’ is set wh
office hop work is
e e s
to be the ultimate ‘coffee table’ book & is c o ff med.
perfor
owed a new term:
PART 1
STOP ‘GOING TO WORK’
Stop Going To Work
Offices are now often dull and out of date
Using the internet has made them into unsocial / uncreative spaces
They can sound as quiet as a morgue – as colleagues email someone
sitting 3 feet from them.
& Where there is often an unspoken undercurrent of stress, unresolved
disagreements and internal politics.
Which is why many companies are trying to build their own internal
coffee shop, ‘coffices’ (which won’t work – see later)
Very slightly forward thinking companies try to bring the coffice vibe to
the office by allowing the local sandwich man through the office!
Quite forward thinking companies are trying to replicate a coffice in-
house: Google, Ad agencies etc.
But that’s only a minor step. It only loses some of the negatives
of office working and only creates some of the positives of coffice
working.
Coffice working is good for you, your business and your chances
of success because it is about far more than hot desking or being
mobile.
Millions of people have left ‘office hours’ behind…
Moving to a coffice working lifestyle will genuinely change your life
You will have total freedom, working alongside likeminded people, in a
relaxing, positive, vibrant atmosphere.
You can work wherever your mood or work demands require and live a
new mobile lifestyle
And make your chance of success much higher
From the founding, in a coffee shop of Lloyds of London in 1688 to
Facebook in Boston in 2004. With laptops now outselling desktops,
iphones & Blackberries the norm & 40% of new businesses set up
without a traditional office, coffice working is about to exploding.
Internet cafes were the first manifestation, now wireless cafes, what
next?.
With it being possible to run your whole office from an Iphone. With
WI-FI dongles & Ipads coming, working culture will change forever
The number of coffee shops has grown 23% in last two years*2. Less
than 12 years ago there were no Starbucks in the UK (or anywhere
outside the States)
The single biggest supplier of office space in the world is soon to be
McDonald’s. through the free Wi-Fi they are introducing to all their
stores.
…and are making millions of pounds working ‘opening hours’
In USA 2,346 people start a sole trader business every single day.
Most of those participate in coffice working at some point each
working day.

The economic recession has spelt growth for coffice working. It’s far
far cheaper to start a business from a coffee shop than rent office or
studio space.

2,346
In the UK 60% of new firms start up without an office. That’s
2.8million currently – turning over £284bn.
IN USA 2,346 PEOPLE START A SOLE TRADER

60%
In US it is $992bn – its massive….!* BUSINESS EVERY SINGLE DAY. ECONOMY
HAS MADE THIS GROW INTERNET CAFES

IN THE UK 60% OF NEW FIRMS

START UP WITHOUT AN OFFICE
2,800,000.00
• CURRENTLY •

TURNING OVER
£284bn $992bn **MASSIVE** « IN UNITED STATES

* Enterprise Nation report Jan 2010.

* Allegra Coffee shop retailing report Nov 2009
* US administration Oct 2009
16 THINGS YOU WONT MISS
ABOUT THE OFFICE
1
Kills creativity
2
Tension
3
Negative gossip

4
Avoiding
5
Meetings that
6
Commuting!
people are boring

7
Rubbish granulated
8
Rubbish real coffee
9
Turning up to just
coffee from a jar from a vending show your face
machine

10
It can be really
11
Office Clichés –
12
Your boss looking
boring at times every single day over your shoulder

13
Getting an email
14
Sitting in a room
15
Being cc’d into
from someone with 30 people in it mails that don’t
sitting 2 foot away - that is in silence concern you.

16
Being told ‘no idea
is a bad idea’ in
brainstorms
 BUT. ,
Coffice working is not for everyone It s
not for you. Stay in the office if:
You leave dead on time every night
Wear your company ID round your neck all day like a badge
Work in the ‘facilities’ dept
Can’t handle colleagues leaving dirty cups out in the staff room
Don’t like kids
Like using post it notes (everywhere)
Like your desk full of paperwork
Need to work in silence
Like to gossip

There are a few distractions that are hard to work with – so honestly,
it isn’t for everyone.

Even I sometimes find it hard when there is a multiple baby crying

incident (and I have four kids) or when a parent insists on speaking
to their child by broadcasting it to the whole café – especially when
that child can’t decide what cake they want or their parent is refusing
them the hot chocolate or baby-cino they really want! I love kids but
sometimes it’s hard but that’s also the another reason people use
coffices – to escape the distraction of their kids at home.

As Alain De Botton said

“A Brittle mind wouldn’t be able to

cope with ‘working in the flow’...”
 JOIN THEM - I DID
My coffice working CV started in 1986 when I left the BBC to become
a band manager. I lived in a small flat, which I shared with then
budding, TV presenter Fiona Phillips and we used to take our really
really heavy laptops down to the local coffee shop.

I’ve done it as a student, employee, boss & whole company.

I find all the things a traditional office has become a negative

environment in which to achieve successful output.

I started my own agency, Beatwax, in 1992 and travelled Britain

promoting tons of bands (Radiohead, Blur, Gorillaz etc), movies (Pulp
Fiction, Blair Witch Project, Toy Story etc), video games and beer in
Universities and clubs. I’d spend all my daytimes on the phone from
hotel rooms calling clients and universities I still had to appear at.

My first employee was another budding TV presenter, Jamie

Theakston. We had a small workspace we sublet but it kept getting
broken into so we’d often find ourselves in the cafes of Notting Hill
trying to continue business as if nothing was wrong.

I worked on the Labour campaign for their landslide ’97 election win.
While I was busy working with student union officers (many, like Ricky
Gervais, going on to slightly bigger success) to get every student to
vote Labour. Meanwhile my flatmate Peter was busy at home writing a
song called ‘Things Can Only get Better’.

The business grew and grew – we got bigger and better offices and
moved further into central London. Soon, we worked in the heart of
Soho and the coffee shops of Soho became my working spaces.

During this time I discovered a small start-up company called Friends

Reunited. It was while reading the reviews of the previous nights TV
in a café (a programme about how cool entrepreneurs in suits were
planning their website exit strategies before they’d even launched) that
it sparked the idea of marketing the website as if it had been set-up
by a husband and wife in their house (without an office). I couldn’t

MARK SMITH OF GSMA AND RALPH PREPARING 1GOAL SPEECH IN HONG KONG
see the public wanting to pay these cool dudes £5 online. This worked
a storm…..(more)
Beatwax was launched as the UK’s first specialist youth & student
marketing company. Over the years demand for our services saw the
company grow to become one of the UK’s foremost contemporary
communications agencies.
Over ten years I oversaw all activity for a wide range of clients, mainly
through my expertise in creating unique ideas in the fields of content,
entertainment and communications for clients such as:
Stella Artois, Allied Domecq, Emap, BBC, Adidas, Friends Reunited,
Barclays Bank, E4, The Labour Party, Nokia, Casio, Evian, Carlsberg,
Rizla, Young Persons Railcard, Future Publishing, International Tennis
Federation, London Film Festival and Sony PlayStation. I have worked
with almost all UK movie distributors, record companies and computer
gaming businesses such as UIP, EMI, Activision, Disney, Warner Bros,
20th Century Fox and Sony.
I know that Coffice working provided the positive & relaxed
environment for my businesses that helped them become hugely
successful & meant I was able to sell them for £millions. I have
crystallised those learning’s in this book.
After ten years, I sold both Beatwax and Firstmovies to an
international media group and set out to help raise funds for cancer
charities. To that end I mtn bike raced across the Rockies, South Africa
and the Alps, ran 10 international marathons, cycled from Lands End
To John O’Groats, and competed in duathlons, triathlons and road and
mountain bike races across Europe. I also worked in orphanage in
Mozambique.
Alongside this all though I launched a sports website, isporty.com
with ex England manager Terry Venables. I ran it from cafes and tents
on my blackberry in some of the most remote parts of the world as I
raced across Africa, the Alps and the Rockies.
I wasn’t looking for another job – but it was another day in a coffice
when I had enabled some valuable free time to read the paper and
saw an advert for the job of Creative Communications Director at
Comic Relief. I applied through the paper and apparently was the
only applicant not to be head hunted that was interviewed. It was
while being interviewed by Richard Curtis that we found we shared
the coffice working belief and I think it was that, that sealed my
appointment.
Now I am working on texting The World From A Coffee Shop for
the legacy of the World Cup. We are achieving what was previously
considered impossible: the truly record breaking global first; mobile
phone operators worldwide working together to text over a billion
people around the planet (currently confidential), to achieve the legacy
of the FIFA World Cup 2010: 1GOAL: Education For All. A campaign
running between April 19th & World Cup final day – July 11th 2010.
Set to be bigger than Make Poverty History and the biggest cause
campaign in history (see www.join1goal.org).
I am currently operating as Digital Communications Director for the
1GOAL: FIFA World Cup legacy campaign from some of the best coffices
in the world; BeanThere in Johannesburg, Soho House Manhattan, Nero
on the seafront in Cape Town, branches of Mugg & Bean & Starbucks
in Hong Kong, Fernandez & Wells in Soho & Monmouth Coffee Shop in
Covent Garden, London and further great coffices in San Francisco, LA
and Barcelona.
FIRST TWEET: Serpentine Café, London: Along the bottom of each page is my diary (in Twitter
form) of creating the digital and mobile components of the 1GOAL, World Cup campaign from great
coffices around the world
FEATURE: Cities featured top tens
LONDON / NEW YORK / SAN
FRANCISCO / TOKYO / CAPE TOWN /
HONG KONG / BARCELONA / BERLIN /
PARIS / ETC
THE BEST COFFICES TO MAKE THAT
WHOLE CITY YOUR HEAD COFFICE:
BEST FOR:
MEETINGS
MAKING PHONE CALLS
REPORTS WRITING
INSPIRATION
MARKET RESEARCH
AFTER WORK DRINK
LINKS TO REFERENCE SITES
TWITTER GROUPS AND FACEBOOK TO
FOLLOW FOR THE CITY COFFICE VIBE
BEST CAFÉ THAT ISN’T A COFFICE –
TO ENJOY
PART 2
Coffice working improves YOUR LIFESTYLE
ENJOY WORKING WORK ‘OPENING
IN A HAPPY PLACE HOURS’ NOT
Cafes are positive places – happy even.
‘OFFICE HOURS’
People go there to meet friends, to laugh, smile, eat good food and When you are working well, feel good, having good ideas, banging
relax. away on a whole document non-stop – you’re getting things done; fast
and effectively You are ‘in the flow’.
What a great environment to work in.
For so many reasons an office is a hard place to get ‘in the flow’
The other coffice workers there are similar to you – work alongside
likeminded people. Working while you feel in the flow is by far the most effective route to
a good lifestyle and creating business success.
There didn’t used to be a word for work – it was an integrated part of
life. That’s what ‘coffice’ enables. A coffice enables you to be in the flow more often and longer…

It’s like living in a Facebook live feed – that is what Facebook are
trying to replicate online – you can live it

People in cafes want to live a permanent water cooler moment, be the

first to tell others.

It’s open far longer than an office. The flow moment can strike at any
moment and you can then go to the best coffice for what you need to
do. Whether its 7.30am Monday morning or 3pm Saturday afternoon.
Get in there and maximise that ’flow’ moment.

Be prepared to work odd hours though…enlightening thoughts and

the ‘flow’ feeling are like dreams – they disappear as quickly as they
appear.

So, tea at Mozimann’s with Queen Rania was great - hatching plans on amazing opportunity to Just had coffee at The Butchers Block, Joburg with the 1GOAL team and Eusebio! - really. And
communicate with the whole world for 1GOAL Andy Cole
Cafe name, London, 7:01 PM Nov 9th Cafe name, New York, 10:48 PM Nov 29th
ENJOY COMPLETE GET FAR MORE
FREEDOM WHILE DONE IN FAR LESS
WORKING TIME…
Work completely guilt free – no one looking over your shoulder. You will become far more productive and will find yourself either
Freedom to work when you want and where you want. finishing your work far earlier or climbing up the ladder of success as
you find you can achieve far more than you did in an office.

The internet cloud with your ‘desktop’ on – mean you can access and
save your work anywhere at anytime.

Email Mic hael

Conference with NY office
Check Power point
Pick-up dry cleaning
Book conference hall (Bristol)
Invoice - Invoice - INVOICE!
post visuals to Mark
Meeting with:
Stephen
Chris

Send proposal to BT
Send proposal v.2 - T-Mobile
Sort parking fine

STARBUCKS MUFFINS (BLUEBERRY): Just had coffee at The Butchers Block, Joburg with the 1GOAL team and Eusebio! -
21% Muffin, 4% Packaging, 58% Blueberries & 20% Je ne sais quoi really. And Andy Cole 10:48 PM Nov 29th
SERPENTINE BAR & KITCHEN, LONDON TRY: CINNAMON SWIRL
SAVE MONEY & CREATES THE
ENJOY GOOD FOOD SPACE YOU
AND COFFEE NEED TO FIND
It’s far far cheaper than renting an office.
INSPIRATION
You might spend more on food and drink – but you can choose to eat There are a lot of good lifestyle & business books
the very best healthy food and it’s still cheaper than any office option.
You need to be in the zeitgeist and therefore read the latest website
But – tip very well. Avoid any guilty feelings and make sure if you like info.
a coffice that the staff are happy to see you day after day.
You need to be inspired so read the supplements of the broadsheets.
You might not eat or drink much, you might be using their free Good features by good journalists on the talking points of that day –
wireless and warm heaters - but you tip well! written only hours earlier…

So many of my ideas have come through this route

I read the advert for the Comic Relief job in a Coffice. I read a review
of a TV programme in a free newspaper in a coffice - that gave me
idea for how to market Friends Reunited

Joburg. Very hot, bloke shot dead outside hotel y’terday. A long way from winning Great World Cup meet at MTN now ‘smelling the coffee’ roasting in excellent
‘guess the weight of the Xmas cake’ in rainy LDN yesterday 10:14 AM Nov 29th BeanThere café, Joburg http://bit.ly/54CvOt http://brizzly.com/pic/L4O 11:58 AM Dec 2nd
 HAVE A BETTER
RELATIONSHIP
WITH COLLEAGUES
Plan at least one day in the office – and set agreed targets for the
week ahead
Speak to colleagues on the phone - don’t email them
Don’t avoid their phone calls
Don’t email them at odd times that mean every time they start a new
day they already have 20 emails from you...

MUGG & BEAN, HONG KONG So,....I’ve just been introduced to David Beckham...over lunch at The One & Only, Cape
Town 3:11 PM Dec 3rd
 WORK ALONGSIDE BECOME MORE
LIKE-MINDED POPULAR AT WORK
PEOPLE People are jealous that you can manage this lifestyle, so tread
carefully but..
Without the politics of office and without any conversations that you
don’t want to be involved in. You are in control of how much you You are not hounding them for work, looking over their shoulder
engage with other people.
You can maximise the time you do spend with them, for work or
A new idea is created by simply two existing ideas being put together socially
in a new way. What better situation to put yourself in for creating
new ideas than working alongside likeminded people from different You are full of all the latest news / info / talking points. You are the
backgrounds, businesses & industries. cool in-the-know dude at the water cooler…

Listen & chat and soon you’ll see an idea in one industry might well
work in your own.

Sepp Blatter is going to promote #join1goal to 1.5bn people within the hour now.. Hoping to Catching up with a spot of ‘coffice’ working with Joe Rospars in the sun at catalinacafe.
have a great view from the Cape Town Draw VIP area with some Miss Worlds… 4:41 PM Dec 4th com / Barca before speaking at #pdfeu later http://twitpic.com/qcu15 10:52 AM Nov 17th
BECOME MORE
POPULAR AT HOME
Because you come home a lot less stressed

There’s actually more laptops in Soho House NY than people....it looks like the ‘coffice
shop’ equivalent of a call centre.. 7:33 PM Dec 7th
FEATURE: Global chains review

STARBUCKS TCHIBO
COSTA COFFEE LAVAZZA
CAFÉ NERO LE PAIN QUOTIDIEN
MCDONALDS PRET A MANGER
SEGAFREDO
ILLY
CAFFÈCAFÉ
NESCAFÉ, MCCAFÉ
CAFFÈ RITAZZA
COFFEEHEAVEN
DOUWE EGBERTS
PART 3
Coffice working improves YOUR BUSINESS
IT’S THE BEST PLACE
TO SOLVE A PROBLEMS
AND CREATE SUCCESS
Every business opportunity is created by solving a problem - There’s
no book for this subject I want to read, there’s no product that will do
what I want, etc etc. Success is achieved by solving those problems

From school onwards, you are taught that the best way to learn to
solve a problem is to explain it to someone else.

By working in a coffice you are working right alongside your

customers. If you are trying to solve a problem and create a business
success that will appeal to them, then sitting amongst them enables
you to be solving that problem, whilst in your mind playing through
the thought process of explaining it to them.

This will give you an instant feeling as to whether you have a good
idea or not.

This is why kids can do homework with TV & background noise on.
They are sensing whether their answer was right or not. Are coffice
workers the same people that wanted, and were allowed, to do
homework with a noisy background at home?

Richard Curtis said that he used to write his TV show, Not The Nine
O’clock News, in an office at the BBC with no one around and he
didn’t know what was funny or not until he could hear someone
coming up the stairs towards him. He then instantly knew which were
the funny jokes by going through in his mind telling that joke to the
person coming..

You can sense if someone likes something, if it will work or appeal or

not.. You can’t do that in silence or if you are surrounded by people
that need you solve that problem, rather than the people you will sell
it to.

GLOBAL FACT:
9 out of 14 of the tea leaves per teabag are picked by Monkeys
GET TO REALLY
KNOW WHAT YOUR
CUSTOMERS WANT
Everyone has some sort of customer - other people – from your boss
being a customer of your work, a designer of a product or piece of art,
a writer and his readers etc.

They ALL hang out in cafes. Find the right one and make it your
coffice. Listen to them, see what interests them. Find out what people
really want, what they are really like, what pushes buttons – watch
and observe customers.

Listen to your surroundings Throw away your iPod! Listening to

headphones is what people in offices do now as its too quiet and
they are trying to artificially create their own sense of ‘flow’.

I worked in a Boots The Chemist for 3 years behind the counter. I

learnt more there about engaging people than doing anything else
since.

Another mad day ends at JFK airport. Leaving Bono & Mariah behind at Vevo.com-
#1GOAL launch & off to Paris with #queenrania team for #leweb 4:33 PM Dec 8th
WORK IN THE NEW
‘PRIME TIME’
Prime Time has traditionally been early evening TV and what people
talk about at work the following day.

Now – it is Now! Watch Twitter and see how much conversation and
breaking news is trending right now, this minute.

Top items can have tens of thousands of new tweeted conversation

and sharing every minute.

Take advantage of the fact that Real Time is the new prime time.

In the very cool speakers lounge at #Leweb with #queenrania talking to the founders of
the biggest websites in the world incl Jack Dorsey founder of Twitter 3.13 PM Dec 10th
GET DOWN WITH USE FACEBOOK &
THE KIDS TWITTER WITHOUT
Kids are the present & future of communications.
FEELING GUILTY
They don’t know any different – you do. Their whole mindset to media, You should be using both for self promotion and networking
technology & products is different from yours.
Which you can’t do in many offices without feeling guilty.
“You had computers before the internet – what on earth for?” they ask
Managers who believe differently are wrong
Their thoughts on internet and communications are the future of your
business

They think email is like a landline answer phone etc

Every time you show you are impressed with technology; “oh look I
can watch live TV on my iPad” is exactly like your parents saying to
you while you watched Top Of The Pops ‘It all sounds the same to me”

You old fogey.

Just had coffee at The Butchers Block, Joburg with the 1GOAL team and Eusebio! - STARBUCKS MUFFINS (BLUEBERRY):
really. And Andy Cole 10:48 PM Nov 29th 21% Muffin, 4% Packaging, 58% Blueberries & 20% Je ne sais quoi
FEATURE: successful people &
companies who work in coffices

MALCOLM GLADWELL
/ JK ROWLING /
GOAL.COM
FAV CAFÉ / CITY /
COFFEE / ANY TREAT /
WHAT YOU’VE DONE /
CREATED IN A CAFÉ
PART 4
coffice working improves the
chances of YOUR SUCCESS
In the modern
world Coffice
working best
equips you or
your business
to beat your
competitors
and achieve real
success
But, before you start you need a couple of
old fashioned office workers on your side:
someone MORE Work with
successfuL THAN someone nice
YOU but ultimately
Get someone who knows ten times more than you and works in an
boring – a geek
office to tell you what to do.
You need people that have attention to detail to be able to work with
Generally these are slightly older, old skool, successful people, rich you.
and well connected, in the real life rather than virtual space.
It can be the hardest thing to achieve in a coffice and the mindset of
Secure either a top PR person, or an industry specialist to become many coffice workers is more with a creative than detail leaning.
chairman / spokesman for your idea or business etc. Their
involvement will mean important people will take your idea seriously. To have success now, you need every single aspect to be perfect. Your
Also, you can’t do it all on your own, you will need a team of excellent financial management and your website working on every platforms
people. are but two .

I’ve secured to work with me previously some of the very best people Someone who really cares about the finer details and works in silence!
in their fields: Stewart Till (Chairman of the British Film Council),
Terry Venables (ex England manager), Mike Lee (Media Director of the
London 2012 Olympic bid) and Richard Curtis (quite famous bloke) and
now I’m working closely with Queen Rania of Jordan on 1GOAL.

These people open doors for you at the highest level and for your
output to be part of the ‘inner circle’ where things really happen..
Theyenable all your hard coffice working to be worthwhile

So, tea at Mozimann’s with Queen Rania was great - hatching plans on amazing opportunity to Just had coffee at The Butchers Block, Joburg with the 1GOAL team and Eusebio! - really. And
communicate with the whole world for 1GOAL Andy Cole
Cafe name, London, 7:01 PM Nov 9th Cafe name, New York, 10:48 PM Nov 29th
Your IDEAS needs
to be relevant to
NOW
Present your product or idea in a form that is relevant to NOW.

With the example on the right of tweeting by Queen Rania for 1GOAL,
twice as many people retweeted the top fact - relevant to everybody’s
daily life, than the bottom one.

GLOBAL FACT:
9 out of 14 of the tea leaves per teabag are picked by Monkeys
Only do what Be real
you do best You need your business to be real or authentic. There are so many
communication channels and you cannot stop public opinion. So if you
‘Do what you do best and link to the rest. This is an excellent quote are not real then people will soon be telling each other very publicly
by Jeff Jarvis, author of ‘What Would Google Do’ their thoughts.

By working in a coffice you avoid all the rubbish things you are pulled Working in a coffice, as we know is you living every day alongside
into in an office that doesn’t really concern you, long boring meetings, the general public, it is harder to create an unauthentic idea in this
Cc’d on mails for no real reason etc environment.

Just concentrate on what you are good at. Protesters in Iran had a very real, authentic issue, which they managed
to communicate to the world through people believing their story and
spreading their voice globally through Twitter.

STARBUCKS MUFFINS (BLUEBERRY): Just had coffee at The Butchers Block, Joburg with the 1GOAL team and Eusebio! -
21% Muffin, 4% Packaging, 58% Blueberries & 20% Je ne sais quoi really. And Andy Cole 10:48 PM Nov 29th
Twitter about it
The easiest people to market anything to are the opinion formers
within your consumers. The ones that want to be the first to know and
the first to tell their friends about anything good and new.

They are on the look out for something new to share with their
community. Again, work in the right coffice, where these people hang
out and see what they think of your idea.

The publicity for this new book contained a positive quote from
Jonathan Ross, not from TV or radio but 140 characters he tweeted.

Joburg. Very hot, bloke shot dead outside hotel y’terday. A long way from winning
‘guess the weight of the Xmas cake’ in rainy LDN yesterday 10:14 AM Nov 29th
Success only
comes with you
being flexible
You can’t plan or predict real success. If you could, then we would
all be successful. It comes out of the blue from somewhere leftfield.
You just need to be flexible to go with it when the sudden interest or
demand comes.

That happened with Friends Reunited and Red Nose Day.

With a coffice lifestyle you are not burdening yourself with a structure,
buildings or staff that would take too long to change direction should
a massive opportunity arise. I’ve seen many big companies and
agencies miss opportunities that they are not able to react quick
enough to.

Great World Cup meet at MTN now ‘smelling the coffee’ roasting in excellent
BeanThere café, Joburg http://bit.ly/54CvOt http://brizzly.com/pic/L4O 11:58 AM Dec 2nd
Go to the public
- they wont
come to you
The public is very busy, they haven’t got time for you or your new
product or idea. They certainly aren’t going to go out of their way to
find out about you.

You need to go to them.

Online, this manifests itself by providing all the communication you

want to with your audience on the third party websites they are
already on. With Red Nose day we found that not many people clicked
through from our pages on Facebook or the BBC’s website to our own
rednoseday.com site.

So with 1GOAL we have gone to them. We have produced mini

websites that can sit on third party sites and the user doesn’t have to
leave their favorite site to see what we are all about and engage with
us.

Again, it’s a byproduct of Coffice working that you come to understand

this and see what your customers are interested in today, as it might
not be the same as yesterday or tomorrow.

So,....I’ve just been introduced to David Beckham...over lunch at The One & Only, Cape
Town 3:11 PM Dec 3rd
 Help journalists
to show off
Make sure your idea enables journalist’s to tell their own story about
it, tthey should be taregtted to become fans of your product so that
they ‘want’ to write about it. Ofetn they simply want to show off, being
first to know about something…or being a journalist with your product
makes them better than anyone they know. Journalists like to show off
– help them do that.

Test it on fellow coffice workers. if they tell othjer people then it’s
a good sign.. They will only tell other people if it makes them look
good…

With Friends Reunited we enabled all journalists to go back to their

school and show off to their old school mates in an article. “What
do you do – work in a bank or a shop? Really, I’m a writer for the
Guardian or Times…”

Many journalists are coffice workers by trade. They are freelance

and have to move around, so I’m hoping that works for this book!!
But also find the local coffice where journalists hang out and work
alongside them..

Sepp Blatter is going to promote #join1goal to 1.5bn people within the hour now.. Hoping to
have a great view from the Cape Town Draw VIP area with some Miss Worlds… 4:41 PM Dec 4th
Surf
It is much easier to have a successful business if you surf the wave of
the zeitgeist. If you are in competition with anyone it generally comes
down to battling to be the lowest cost, which is not a great place to
be.

So take as long as you want to come up with a new idea. If it is one

that will surf then it will be worth that additional time. If it doesn’t,
then don’t bother pursuing it anyway. In this world of millions of
coffice workers you don’t want to be competing with too many of
them!

With my first agency Beatwax, that in sold for £millions. In 1992

Margaret Thatcher had said she was going to get a million students
into higher education by the end of the century. We started an agency
marketing to students, the first few years were tough and then from
‘94-2000 we surfed the crest of that wave and worked for nearly every
brand going.

My partner in that came to my wedding in ‘94 and said he was leaving

his company to start an internet agency, I asked what the internet was
exactly? Sounded like CB radio to me at the time but guess which of
us has got more cash in the bank now…?

COFFICE FACT:
14,098.5 cups of coffee, 867 cups of tea and 632 litres of tap water writing this book
Rip SOMEONE OFF
If you can’t think of a new idea, rip one off from another industry and
add it to yours. That is often the winning solution.

Also, your big selling idea might not actually be yours. Your role might
not be what you think it is. The best idea is probably right in front of
your face and you’re looking too far.

Catching up with a spot of ‘coffice’ working with Joe Rospars in the sun at catalinacafe.
com / Barca before speaking at #pdfeu later http://twitpic.com/qcu15 10:52 AM Nov 17th
get someone to
rip you off!
Share your new ideas with everyone you don’t know (or are related
to!), hopefully they will want to rip you off! Because your idea is great
and in the zeitgeist

Share the idea around the coffice, through your social network and
listen to what they say. If they like it,loads of other people will, if they
don’t, other people wont.

People don’t generally steal actual business plan ideas from others
these days but if they do it is also generally quite easy to claim your
ownership.

I had a friend come round one evening and tell me they had seen one
of my ideas in Time Out magazine. I didn’t know anything about it,
bought a copy, contacted the major sports brand that had ripped me
off and banked £15k later in the week.

There’s actually more laptops in Soho House NY than people....it looks like the ‘coffice
shop’ equivalent of a call centre.. 7:33 PM Dec 7th
You need to love
celebs (everyone
else does)
The public love celebrities, they still do! So in the coffice make sure
you spend time relaxing, in an inspiring way, with the latest gossip
mags and keep yourself up to date with who’s A list and who’s D.

With Red Nose Day, we had our nice logo on the top of our Facebook
page. We were doing well but one day someone suggested changing it
for a picture of Chris Moyles (big UK radio DJ) with a red nose on, our
traffic went through the roof…

Also that same Chris Moyles kindly climbed Kilimanjaro for Comic
Relief. He is a well-known user of Twitter. While he was climbing he
didn’t take his phone and didn’t tweet but his twitter followers grew
by 20,000. Meanwhile our official (unknown) tweeter was tweeting
about the climb every hour – our account grew by 5,000 followers!

Another mad day ends at JFK airport. Leaving Bono & Mariah behind at Vevo.com-
#1GOAL launch & off to Paris with #queenrania team for #leweb 4:33 PM Dec 8th
people don’t
really care
about your
product - Or
your great ideas
People only care for the time they take to drive past a car crash. So
put it in perspective…you’ve got to keep creating car crashes every
day of your campaign Start your campaign with a bang and keep it
going every single day with new news and exclusives. Once you have
a momentum going you can’t stop.

The bloggers stories in Iran that were in everh newspaper in 2009 lost
all media attention the day that Michael Jackson died. And the media
didn’t go back to the story. Don’t start too early but once you go – go
– it means all your coffice work for that period is outward facing, no
more time for reflection and relaxing its go go go.

The graph shows the online traffic for the biggest fundraising event in
UK history, Red Nose Day 09, raising £82m. You can see that although
it was massive the graph is like the long tail in reverse. People only
cared for a short time and in that moment we had to make them do
something…

In the very cool speakers lounge at #Leweb with #queenrania talking to the founders of
the biggest websites in the world incl Jack Dorsey founder of Twitter 3.13 PM Dec 10th
FEATURE: the top ten coffices round
the world -

FAMOUS COFFEE
SHOPS WHERE
FAMOUS IDEAS HAVE
BEEN CREATED...
FACEBOOK, LLOYDS
ETC OR NEAR FAMOUS
OFFICES AND USED
ALL THE TIME...
Your community contract

(1) Chris Ward

Dated 8th February 2010

Osborne Clarke
One London Wall
London
EC2Y 5EB
Telephone +44 (0) 20 7105 7000
Fax +44 (0) 20 7105 7005

SRZ/0395529/O332133/PGT
Contents This Agreement is made the 8th day of ary.
Febru 2010

1. Facilities of a good coffice ............................................................. 1 Between:

2. Getting Started ............................................................................... 1
3. Creating a virtual (online) office .................................................... 2 (1) Chris Ward; and
4. How to choose the right coffice ..................................................... 2
5. Refreshments .................................................................................. 2 (2) Coffice Worldwide ltd. (Company number 05914755)
6. Gross misconduct ........................................................................... 2
7. Opening time recommendations .................................................... 3 Background:
8. Research ......................................................................................... 3
9. Although you’d love to, you can’t do everything in a coffice ....... 3 (A) To make sure the coffice worker does not break any rules of coffice
working and jeopardize coffice working for all other workers.

It is agreed as the following:

1. Facilities of a good coffice

Free WIFI
Plenty of plug points
Big tables
Free Newspapers
Television on in the corner – for live sport and news updates
Good bathroom facilities
Low Background music
Busy but with plenty of space / choice of where to sit
Good food and coffee (and tea! - and ideally fruit!)
Friendly staff not minding you sitting there all day

2. Getting Started
Which laptop ?
What to wear?
Pen and paper still?
Mouse or not?
Which mobile?
Plug lead?
3. Creating a virtual (online) office 7. Opening time recommendations
Your Email / website Different coffices are good to work in at different times.
Using Google docs Mon-fri
Cloud computing 9.30 – 12ppm after mothers school drop off / before lunchtime rush
Running it on an iPhone & ipad 2 – 7pm after lunchtime rush – until closing time)
Using Basecamp Fri. 4pmonwards always empty /always a bit sad – go to the pub!
Using posterous Sun AM good time for being creative – not report writing
etc. 3-4.30pm not good if near a school
9 – 10am not good if near a school
4. How to choose the right coffice infact there aren’t many good coffices near schools.
Choose depending on your mood or what work you have to do
8. Research
For: If you are researching your market there are different times of the day when
Meetings Coffice is ideal for that:
Phone calls
Writing reports New mothers 10-12pm
Inspiration Mothers 9 – 11am
Kids 4-6pm
5. Refreshments Home workers 12-2pm
Don’t over eat Business people 7-9am
Don’t drink too much coffee
Relax – take your time – a good coffice is one where the staff know what 9. Although you’d love to, you can’t do everything in a coffice
you are doing and are happy that as long as you have ordered enough for the Boring things that need intense concentration and attention to accurate
hours you have been there you don’t have to always be eating or drinking detail.
something. Receipts
Its better to eat less and tip well! Accounts
Anything else dull and boring
6. Gross misconduct
Don’t spoil the vibe. It’s only possible to be your coffice because it’s other
people’s café.
Tip well – its instead of office rent – remember that
Don’t sit there with any food or coffee for too long
Especially during lunchtime
Don’t speak loudly on business calls
Don’t ask them to turn the music down
Don’t rip bits out of the free papers before 4pm
Don’t steal the free papers
Don’t only ask for tap water
Signed by Chris Ward )
COFFICE EQUIPMENT
in the presence of: )
Signature of witness:

Name:

Address:

Occupation:

Signed by Coffice Owner )

for and on behalf of )
All Coffices Worldwide )
in the presence of: )
Signature of witness:

Name:

Address:

Occupation:
FEATURE: The travelling coffice
worker / top ten hotel chains &
airports / airlines

HILTON AIRLINE LOUNGES &

MARRIOTT ONBOARD
CHOICE VIRGIN
BEST WESTERN BA
HYATT AIR FRANCE
KLM
CHARLES DE GUELLE AMERICAN AIRLINES
JFK
HEATHROW
PART 6
OFFICE – TO-GO
What’s the future – and even the NOW for many early adopting coffice
workers…

Coffices bring more than just a cheap & mobile outlet. They create an
environment that’s good for you and your business. But technology,
retail trends are constantly changing.

WIFI through dongles, 3G & the ipad, is available everywhere.

But it is early days…

Which sector will grow or change to meet the demand for coffice
working

Will the future be ‘Office To-Go’?

Planes – trains – how will they adapt.

Hotel bedrooms??
FEATURE: the top book shop chains
with coffices inside

BARNES AND NOBLE

WATERSTONES
BLACKWELLS
RETAIL CENTRES
PART 7
JOIN THE
GLOBAL ‘COFFICE
WORKERS’
COMMUNITY
At www.cofficelife.com

To discuss & share:

Fun and life changing stories from your new lifestyle
Stories of how you found success
The latest mobile / laptop technology

Join:
The ‘free wifi everywhere’ petition

Let us know:
Nominate 5* coffices in every town & city in the world
The most expensive Wi-Fi you’ve ever come across

Access:
Latest reference websites & materials
Daily inspiring websites
Magazines to read

Contact Chris
 AUTHOR

CONTACT:
CHRIS WARD
CHRIS WARD Through founding his own award winning,
ICJWARD@GMAIL.COM international agency, Chris has been a
key role in the success of many public
+44 (0)7932 746591 phenomena; Labour’s landslide election
win in 97, the band Radiohead & reunion
website Friends Reunited. After which he
retired a multi-millionaire, only then to
return as Creative Director of Comic Relief
& the record breaking Red Nose Day ’09
and now 1GOAL, the official legacy of the
FIFA 2010 World Cup: Education For All
globally and ‘Time Well Spent’ the official
legacy of the 2012 London Olympics, where
he sits on the UK Government legacy
board.

All of which he achieves, working out of

coffee shops.

Chris is hugely connected and respected

in the social media, & cause world
and regularly speaks in media and on
international conference platforms. He has
a personal global connected community
of some of the most influential people in
social media and the Internet.

He works with some of the most

‘connected’ people on the wired planet;
including Joe Rospars (head of Barrack
Obama’s groundbreaking digital campaign),
Ricky Gervais, Queen Rania of Jordan,
Twestival founder Amanda Rose, Twitter
founder Jack Dorsey & Cheryl Sandberg –
CEO of Facebook.

PREPARED: FEBRUARY 2010 / (COPYRIGHT DEC 2009)

A coffee shop, smart phone, fresh cappuccino, muffin(!) and an iPad or
laptop with wireless internet are now the best tools with which to launch
& build a successful idea or business.

Millions of people are already sitting there making millions of pounds.

Laptops now outsell desktops, iphones & Blackberries are the norm &
globablly 55% of new businesses are launched by someone who no longer
‘goes to work’. In US alone $992bn is turned over by businesses run out
of coffee shops

The single biggest supplier of office space in the world is soon to be

MacDonald’s, with their global free WI-FI roll out.

Find out how Coffice working is good for YOUR LIFESTYLE, your BUSINESS
and your CHANCE OF SUCCESS

Stop ‘going to work’

20 reasons

How coffice working improves YOUR LIFESTYLE

20 reasons

How coffice working improves YOUR BUSINESS

20 tips

How coffice working improves the chances of YOUR SUCCESS

20 examples

Plus your guide to getting started & your new ‘coffice’ staff contract

Through founding his own award winning, international agency, Chris Ward
has played a key role in the success of many public phenomena; Labour’s
landslide election win in 97, the band Radiohead & reunion website
Friends Reunited. After which he retired a multi-millionaire, only then to
return as Creative Director of Comic Relief & the record breaking Red Nose
Day ’09 and is now helping create the global legacies of both the FIFA
2010 World Cup and the 2012 London Olympics.

All of which he achieves, working out of coffee shops.

ISBN-987-0-7418-3333-8

www.cofficelife.com