Direct Line’s three rules for developing a robust value proposition

Cinema has lost its magic for me. Not because I’ve fallen out of love with the movies. On the contrary. I’d enjoy nothing more right now than settling down in my local multiplex with Mission: Impossible, a wheelbarrow of popcorn and a bucket of fat Coke.
But with young children, that’s off the menu. By the time my wife and I add the cost of a babysitter, it’s more than we’re willing to pay to watch a film. Instead, date night normally ends up in the pub, followed b