So what if Mark Zuckerberg turns up in a hoodie for work? Move over stiff corporates, the next generation are a lot more casual. There are even some places that a pink bikini is the appropriate attire for meeting new clients. I’m not being sexist or using sex to sell. On a recent trip to the Bahamas to make a corporate film about swimming with dolphins in the wild, (hardest assignment ever), I met two new clients. In my bikini.

The point I’m making isn’t actually about work uniforms at all, it’s about making real, genuine connection. If you have a choice of people to work with, who are you most likely to chose if they both have similar qualifications? The person you like. “It’s all about who you know”, says the famous phrase. So, be yourself. People sniff out plastic sales people in two nanoseconds. Enjoy networking, enjoy people rather than sell to them and in the long run, those connections will either buy from you because they like you, or send you leads. Put yourself in places and situations where you are likely to meet the people you want to do business with. You don’t even have to love the business they are in to be able to market it, but you do need to care about the people you are working for and with, to pour your heart into servicing your clients. Making money isn’t enough. Although you need to be making lots and lots of it, if you do want to turn up in a hoodie at the Stock Exchange.

Appropriate attire on a case by case basis. Case #1. Board meeting underwater.