A letter to my past self on lessons learnt from startups to Fortune 500/FTSE 100 companies.

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As the new kid on the block, we have a lot to prove. Broadband can be complex, intimidating and often painful.

It’s 3 months since we published our brand story. Since then, we’ve been busy launching the website, switched over our first customers, built the billing engine and gave one lucky person free broadband for a year.

This is a case study of how we made joining Cuckoo simple.

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But first, our Manifesto

A reminder of what we stand for and why we’re all here.

Broadband is broken. Terrible service, complex deals, sky-rocketing prices — it’s a long list. And to top it all…


After being told by top London agencies it would cost upwards of £75,000 to develop our brand; we decided to embrace the challenge and keep it in-house.

This is the story of Cuckoo and the creation of our brand. Nice to meet you.

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Introducing Cuckoo; an internet company founded on the principle of transparency.

Broadband is broken. Complex deals. High prices. Bad service.

The broadband ‘loyalty tax’ now stands at £1.8 billion every year. But it doesn’t have to be this way. Simple deals can work. Cheaper offers are possible. Smoother service is needed.

So here we are. Cuckoo offers transparent pricing and outstanding service. One simple deal. A rolling contract…

Tommy Toner

Head of Brand & UX at Cuckoo. Currently building the type of broadband company your mum would be proud of. Mountains. Outdoors. Adventure.

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