A book which aims to inspire people to create brilliant businesses was launched in Shropshire today.

Liam O’Connell, 43, from Shifnal, is a consultant in business and culture change, and “Don’t Feed The Ducks!” is his first book.

“What I do is look at a business and see how you can inspire the people within, mainly by rewarding them and giving them direction and a vision they can buy into,” said Liam.

“I think often people underestimate the potential of their own people.”

Explaining the book’s title, he compared the negative minority within businesses to ducks.

“They can’t be bothered. They’re not motivated. They duck and dive. It’s like water off a duck’s back. Those sort of people, the really negative ones – don’t feed them, don’t bother with them. Inspire the 90 per cent who want to do a great job.”

The book has been three years in the making.

“I have always wanted to write a book. I’m a professional speaker, and an ex-singer-songwriter. I’ve been a performer for many years and have always been a little bit creative. It was logical that one day I would write a book.”

His book was being launched with a signing session at Waterstone’s in Telford today from 10am to noon, followed by a session at Waterstone’s in Shrewsbury from 2pm to 4pm.