Strategic thinking

“Strategy is the art of getting other people to do something. In the pursuit of that, narrative is the strategist's tool.”

“If you truly do not care about what you’re doing and just want to collect a paycheque, then efficiency is the perfect mantra. Don’t make decisions, just do whatever is cheapest.”

Why, how, and when weird wins - and what you can practically do as an agency, brand or just human to win weird too.

“The problem here is obvious to anyone not immersed in the culture of Silicon Valley. Not every worthwhile objective can be measured.”

“The brief tells you the what. It doesn't answer the how. That's where the work comes in.”