Win business, lead clients and create outstanding work
Safe looking people with dangerous minds
Radical means solving the
problem at its root cause
If you aren’t solving the
right problem no solution will
be right
True value comes from disruption not optimisation
Prioritise effectiveness over efficiency
It’s more important to be interesting than to be
right
God is not in the detail but in the narrative
Never assert, always prove
Proof comes in many guises, data is one of
them
The more sources the better
If you don’t have the data commission it
Never neglect the weird shit
Let them know upfront they are
in for a good time
You need drama more than theatre
Drama is in the narrative, theatre is in the
performance
Craft a hard start, never drift into your case
Get them in the right place for the work. In mind, body
and soul
None of this counts for shit if you don’t have the
work