The Personal Touch
On a daily (and, increasingly, hourly) basis I am bombarded with emails and LinkedIn messages from people contacting me about all manner of different products and educational services with lofty claims of transformational impact, which tend to be followed up persistently and regularly (either by themselves or an automated scheduler) with a ‘just checking you’ve received my last email’ or ‘if you’re not the right person in your organisation please let me know who I should speak to’, or indeed any number of other such follow up strategies, some of which border on the aggressively forceful. In the age of enhanced contactability and multiple communication channels, I suspect most of us suffer from a similar scale of ‘cold calling’ clogging up our inboxes.
Set against such a high volume of sales pitches, the only response as recipient is to simply ignore and delete. Rude though it may be to not reply, if I don’t know you and I’ve not actively sought you out, I’m afraid I simply don’t have time to send a polite ‘thanks but no thanks’ response to everyone who contacts me.
One individual did, however, break through the impenetrable barrier earlier this year. It was in such stark contrast to all other contact I had received that I felt compelled to respond, and indeed write a blog post about it!
For a start, this wasn’t an email nor a LinkedIn message; it was a handwritten letter. Now for those of you who’ve read some of my previous blog posts (thank you to all three of you…) you’ll know that I am a big believer in the value of a handwritten note, and in spite of my handwriting being barely legible (“I think it’s actually got worse,” my Deputy Head Academic informed me last week with palpable concern on his face), I make time each week to write handwritten Forte Award notelets, cards of thanks to colleagues, or birthday cards to pupils and staff.
The letter writer – Philip Morrow from Morrows Outfitters – was blessed with far more grown up handwriting than I, and had spent time writing a full two pages having been recommended to contact me by a mutual acquaintance. Unlike most of the uninitiated contact I receive, there was no ‘hard sell’ within the letter, but there was a clear sense of the passion that Philip had for a family business that began in 1873 in Liverpool and, as the fifth generation of the family to act as custodian of the business, there was a compelling sense of his ‘why’.
The letter was accompanied by two pairs of rather splendid striped socks as an example of their produce and, what’s more, my initials had been embroidered into them as well.

As it happens, whilst I’ve not met Philip before, I have previously purchased a pair of similarly-styled socks from Morrows (in the Chocolate & Gold colours of the boarding house in my previous school where I was a Housemaster) so it wasn’t a complete out of the blue contact (and I should add, said socks are still going strong 10+ years later, so I can certainly testify to the quality and durability of the product!). But I’m not sure that a simple email or LinkedIn message would have had the same impact, and would likely have suffered the same terminal fate of the vast majority of the rest of the contact I receive.
The socks were a nice touch, (and have drawn approving looks around campus from pupils and staff alike, yes, even, my Deputy Head Academic…) but what struck me most was the personal touch that was so evident in the effort, time and consideration that went in to the communication; for me, that made all the difference. As the writer EM Forster implored: ‘Only Connect’.
It’s the Thought that Counts
My birthday last year was another such occasion when I was reminded of the personal touch, and the truth of the old adage that ‘it’s the thought that counts’.
Coming into school in the morning, I was greeted by my colleagues at reception with a number of gifts (entirely unnecessarily but nevertheless appreciated!), one of which was a large, square box wrapped in sparkling red wrapping paper.
Intrigued, as I opened the box and unwrapped the tissue paper lining, there inside was an item of clothing . It was a waistcoat, but not just any waistcoat; this waistcoat was made up in the Oswestry School tartan with the same school-crested silk material that lines our green school tweed blazers.

A lot of effort will have gone in to contacting our school uniform supplier, getting the material ordered, and making it up into a waistcoat that perfectly fits (with a little sneaky assistance from my wife who poached a waistcoat from my wardrobe for them to use for measurements). That’s a lot of thought, a lot of forward planning, and a lot of effort. And regardless of where you stand on tartan waistcoats (as a Scot, for me it is surely the ultimate in sartorial style!) it was- and is – a really, really special gift that I’ll treasure, and it is literally (at least at the moment) completely unique and a one of a kind. It’s the thought that really does count.
A Culture of Gratitude
This term, we began our staff INSET with an invitation to pause for a moment or two to express gratitude to a colleague who had gone above and beyond, or helped in some way, or – in simply being them – had made the difference. Blank Postcards of Gratitude were placed on the chairs of the seats in the hall, which were soon filled in (enthusiastically I should add) and posted into a specially-designed postbox following which they were delivered to their intended recipients.
Whilst it had the potential to be perceived as a bit of a gimmick or a token gesture, I’m a firm believer in the confidence that comes from collegial gratitude. Don’t just take my word from it – the great Roman statesman Cicero once declared that “Gratitude is not only the greatest of virtues, but the parent of all others”- and in our case, it was a really positive way to begin with words of encouragement that provided a spring in our step as we embarked upon the new term.
Positivity and gratitude resonates and reverberates. Within a relatively small school community such as ours where individuals – and individuality – are valued and encouraged, I see it (and hear it) each and every day, where kindness and compassion are part of the very fabric of the place, and where pupils and staff alike take the time, effort, and care to look out for one another, support one another, and celebrate one another.
That, perhaps, is the ultimate personal touch. Long may it continue, here and everywhere!

Just to prove that the personal touch really does work, I share with you the website of Morrows Outfitters with their range of fine UK-produced apparel. And, no, I’m not receiving commission! https://www.morrowsoutfitters.com/.














