After 77 years in one part of the “financial services” industry, William Hill has had a change of heart. We’re embracing another part of what is more usually thought of as the financial services industry.

However, before I worry our investors too much, I can reassure them that we’re sticking to our knitting.

We’re clear who we are and what we do. We’re The Home of Betting and will remain so. We’re very clear on who we are, unlike perhaps one other org in our sector which is having a bit of an identity crisis and is struggling to describe itself clearly and believably.

It  might well have perfectly good reasons to change its  strategy  but Betfair has  moved from a technology company, around the time of their flotation, with embarrassing tech problems  (see http://www.independent.co.uk/news/business/news/betfair-kept-data-theft-under-wraps-2363527.html)

to a betting intermediary with embarrassing tech problems just recently (see http://www.telegraph.co.uk/sport/horseracing/8983666/Betfair-blame-technology-and-unique-set-of-events-for-600-million-betting-market-chaos.html)

to now a fixed odds bookmaker (with tech problems yet to come?).

What we have been doing is dipping into the City in our search for “brains and talent”.

First, Andy Lee (‘Lemon’ to his friends – and if anyone knows the genuine explanation for the nickname, there’s a bottle of Glenmorangie in it for the first to post the right answer) may have escaped back to the City temporarily but the delights of Wood Green have lured him back.

And second, Paul Leyland, another smart cookie, is braving the real world to prove that he can do more than talk a good story.

They’re both joining our new Corporate Development Office team.

Million-dollar question is this: “does the current share price outperformance reflect (a) the fact that we’ve recruited these analysts or (b) that they’re not spouting their views to the investors anymore?” Answers on a postcard, please.

Whatever the answer to that question, though, I welcome both Andy and Paul into The Home of Betting.

PS Did anyone notice we’re now an unofficial adviser to the Office of Budget Responsibility? (see http://www.telegraph.co.uk/news/politics/9168125/Will-euro-last-Lets-see-what-William-Hill-says.html). Graham Sharpe, our head of PR, who runs these specials, recently celebrated 40 years in the business. What clearer way to show that he is still having a big, big impact in our org.