I noticed this brilliant story in the press and it got me thinking, what a great illustration to anyone who wants to connect with their audience.

Monday 23 March
A Thai fireman turned superhero when he dressed up as comic-book character Spider-Man to coax a frightened eight-year-old from a balcony

The autistic pupil, scared of attending his first day at school, started to cry and then climbed out of the window and sat on the third-floor ledge refusing to come inside.

The teachers alerted the authorities, but despite numerous attempts the boy refused to budge, until his mother mentioned her son’s love of superheroes.

Quick thinking fireman Sonchai Yoosabai dashed back to his fire station and quickly changed into a Spider-Man costume he kept in his locker, before returning to the boy.

The sight of Mr Somchai dressed as Spider-Man and holding a glass of juice for him, brought a big smile to the boy’s face, and he promptly threw himself into the arms of his “superhero”.

Mr Somchai normally uses the costume to liven up fire drills in schools..

What a fantastic story, and a great lesson for us all. Don’t be afraid to take a chance, be engaging and relevant and above all know your audience.