Perspective
I’ve always been fascinated by people who make things.
Designers. Writers. Illustrators. Filmmakers. My grandfather, a watchmaker. Different crafts, same instinct: an almost unreasonable commitment to making something better than it was before.
The longer I’ve done this work, the more convinced I’ve become that creativity works the same way. Great ideas aren’t found. They’re shaped through curiosity, trust, honest feedback, and countless small refinements that most people never see.
Great creative starts with culture
Most of us got into this because we love the work itself… the process, the act of making something. Creating a culture where people feel safe to take real swings, challenge one another, and bring their best ideas forward is priority one.
Curiosity beats certainty
The brief is the floor, not the ceiling… let’s run it mild to wild: the safe option, the strange one, and everything in between. The best ideas often live just beyond the edges of what’s expected. Our job is to go find them.
Brands earn their place
The brands people love don’t earn that status overnight. They build it through years of consistency, investment, product quality, and stories that become part of people’s lives. Sometimes those brands drift out of step with culture. Sometimes they’re facing a genuine crisis. The challenge isn’t choosing between preservation and reinvention. It’s understanding what deserves protecting and what needs to evolve.
AI makes judgment more valuable, not less
AI is the most powerful creative accelerator I’ve seen in my career. It expands what’s possible. When anyone can generate a thousand ideas, the advantage becomes recognizing the one that’s actually worth making, and having the taste and discipline to make it great.