First, in the way you already know — sarcastic, sardonic, occasionally acerbic, but (I like to think) funny without being cruel. Always punching up, never down. Not my circus, not my animals; I’ll mock what deserves to be mocked.
Second, melħ. In Maltese, the word means salt as in the condiment, but it also means common sense. Experience. Wit. M’għandux melħ f’rasu — he has no sense in his head.
A long-time client, Dr Edward Sammut, put it this way when I asked what he thought my Unique Talking Points were:
“You’re always thinking about us in currency of reputation and credibility, how it will age.
You rarely think about short-term noise. And you know when NOT to let me post — you’re not a mere amplifier, you’re an equaliser and a filter.”
Third: melħ, but another way.
In Maltese, the word means salt, so we’re back there but this time in terms of seasoning; I had a call with Alex Falzon recently, and he put it best when I told him about this:
“Your deal is that you’re the seasoning, you’re the salt.
Your clients already have the knowledge, the tools, and the people to execute.
What they’re missing is someone on the outside who says — hang on, this looks good, but what does it actually mean, what does it actually do, what are you actually saying with it?”
That’s the job.
Not necessarily the fanciest toolset.
Not the deepest technical knowledge.
But plenty of salt.
