‘That’ is an enemy of the Good Writer. A sneaky fellow, ‘that’ sneaks into our sentences as an oh so flexible friend: an article, pronoun, conjunction, adverb and adjective, most of the time ‘that’ is a shapeshifting waste of space.

Were my clients the designers of a new, soluble, compostable, biodegradable cone cup I would suggest that their story was Festival. Naturally ephemeral.