BeliefsBeing ignored is the only
Being ignored is the only
unsurvivable outcome.
Public on purpose. If the work breaks one of these, you get to say so first, and you will be right.
01
Attention answers to pull, and pull is built.
02
Being disliked is survivable. Being ignored is terminal.
03
Curiosity arrives first. Caring follows it.
04
The safest idea in the room dies in that room.
05
An echo is an expensive way to be forgotten.
06
Emotion is the mechanism, and it carries the weight.
07
Chaos before clarity. Tidy processes stop at the first acceptable answer.
08
A customer buys once. An evangelist explains you forever.
09
If a competitor could sign it, it belongs to the category.
10
Innovate or fade. Two options, always.
And where I draw the line
Free ideas in a pitchYou get the thinking and a straight conversation, never work built to win a beauty contest
Work that leaves people coldIf the curiosity question kills everything, the honest answer is that the campaign is still ahead of us
Work approved only once it feels safeEverything anyone remembers made somebody nervous first
Jargon, anywhere, including the invoiceA strategy survives being said in a customer's own words
Which one is your marketing breaking?
Usually it is number three. The version with a timeline attached is on what I do.