Let Us Eat Cake

How Challengers Manage to Have Their Cake and Eat it Too. By Julian Aldridge, Founder, Enact Agency

Who doesn’t want cake? I thought so, not many people. Cake comes in an almost limitless variety of varieties, from heavy Christmas cakes my mother used to load with fruit, brandy and sugar, to delicate little cupcakes dispensed from vending machines. From heart attack-inducing Black Forest Gateaux to Chinese Mooncakes reserved for the…