UK bloggers:
Go to your bookshelf. Take out your map of the world. Open it up to see that familiar double spread of all the continents and countries – notice how the UK is slap bang in the middle whilst Australia looks pretty isolated down in the bottom right hand corner?

Aussie bloggers:
Take out your map of the world and do the same thing – anything look different? Notice how the UK’s suddenly been transported over to the left whilst Australia's moved to the middle of the map, looking far better connected to its neighbours?

The way we see the world isn’t always how others see it.

I’ve been reminded of this the last few times I’ve boarded a plane and caught a glimpse of HSBC’s points of view campaign. You know, the one with the picture of the fluffy cat and bull-dog with the love/loathe strapline-switch; or the picture of the high-heel and red chilli with alternating pleasure/pain slogans.

If we assume everyone thinks the same way we do or sees us exactly the way we see ourselves, we're entering a world of pain.