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General election 2015: Green Cave People co-founder Marc Cave – I’m voting as…

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From believing there are too many onerous employment laws, red tape and punitive business rates to stating wealth creators are the government’s best friend, Marc Cave faces our questions and reveals all.

Who are you and what does your business do?

I am Marc Cave, co-founder and strategy partner at Green Cave People. We are a marketing communications consultancy, specialising in strategic planning and creative messaging for purpose-driven companies, brands and causes.

How has your business changed over the last five years?

We’re only four years-old. My partner Malcolm Green and I previously ran big, famous advertising agencies. We have gone upstream of advertising, giving clients creative solutions to broader business problems. We get asked more and more to help companies re-think and then communicate their purpose beyond simply “selling things”.

What are your growth plans for the next five years?

We plan to further develop our range of tools helping clients create commercial value through what we call their “social values”. We’ll also be developing a tool to calculate the purpose dividend – i.e. measure the positive social and financial impact of the marketing programmes we create for our clients. It’s also all about quality not quantity. We want to be the providers of the most inspirational business creativity, transforming our clients’ businesses financially and reputationally through the societal contribution we help them to clarify and communicate.

What kind of government would I like to see elected?

One that has decision-makers with real-world business experience. Not just glib, Smart Alec members of the political class. You shouldn’t be allowed to serve in government unless you’ve worked in the real world earning real money, rather than the Punch & Judy farce of the House of Commons, scoring empty points off opposing political parties. I’d like to see the return of the conviction politician whose beliefs and sense of purpose guide them – not focus groups. Specifically, I’d like a government with the cojones to get tough on giant global firms that dodge tax, whilst getting softer on entrepreneurs and indigenous business owners who pay tax in umpteen ways.

Read other “I’m voting as…” features:

Do you think government in general is doing enough to support businesses of your size?

Quite the reverse. See above about onerous employment laws, red tape and punitive business rates others. Where are the incentives to create jobs, start new business ideas and ramp up social enterprise Britain?

Has the impending general election caused any uncertainty regarding how you run your company?

Yes it has. As an LLP, my company and personal tax planning are intertwined more closely than when I ran limited companies. The prospect of mansion tax and higher income tax under a Nicola Sturgeon-led (oops, I mean Labour-led) government, will to some degree affect our investment planning for the business.

More broadly, the prospect of Red Ed and Nicola the English Revenue Nicker, the return of the politics of envy, and the rebirth of tax and spend is a massive disincentive. I don’t want pickpocket politicians nicking money off me any way they can, then spending it with zero commercial nous. Wealth creators will always be a government’s best friend. So please don’t bite the hand that feeds.

In one sentence, please finish this line: “I’m voting as…”

I’m voting as a businessman who believes I can do well by doing good, and, in an age when politicians have little vision and even less credibility, I want them to get out the way and let the entrepreneurs do their magic.

Read more from our general election coverage:

Do you agree with Marc Cave? Is there anything you’d like to add? Please let us know in the comments box below.

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