MARKETING MIX: Pen portrait - Steve Richards, Swordfish

Steve Richards is co-founder and managing director of Swordfish. He began his career at Midland Bank, then went agency-side in the early-90s and started Swordfish in 1998 with former colleague Mark Whitmore.

It is interesting and revealing to note the myriad different ways people set out to produce a sample for analysis. Some write two lines as fast as they can, but this writer takes it a bit more seriously.

He thought about what he was going to say and wrote more slowly than usual. Believe me, he controls what is happening around him.

Need to persuade him? Forget it. He will weigh up the options and make up his own mind.

His writing manages to combine legibility with simplification. He made up for writing slowly by not including a single line that he could omit.

His 'i' dots stray to the right of the letter. This is someone who endeavours to think ahead of what he is doing.

The three writing zones are all pretty well balanced; he can turn his hand to a lot of things. On the down side, he will want to involve himself on all levels. An eager delegator? No, he is open to new ideas, but definitely on his own terms. He would be a difficult subject to manipulate.

Mark Whitmore, managing director of Swordfish, says: Steve always thinks about what he writes, so full marks there. 'Never miss a trick' is his personal mantra, but the suggestions of control-freakiness and aversion to delegation are well wide of the mark. Also, he will be devastated that his 'i' dots stray to the right.

Diane Simpson FRSA, a founder member of the British Institute of Graphologists, has written three books about handwriting analysis.

She has devised a chart enabling her to analyse 18 key measurements of handwriting. A member of the Appeal Council of the Psychiatry Research Trust, Diane is also an acclaimed after-dinner speaker. Her number is 01244 390681, or visit www.mind-explorer.com

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