Over 25 years ago, I stepped away from the traditional agency world. Not because I didn’t love the work—but because I didn’t love the model. I didn’t want to build something that looked like every other agency. I wanted to build something with soul, and with real strategic impact.
So I wrote myself a manifesto—a set of rules to stay focused, human, and different. These 12 rules have shaped how I’ve served some of the most iconic cult brands—and they might just challenge how you think about partnerships, leadership, and brand-building.
1. Every client deserves the founder.
Great brands are built through trust and vision—not handoffs. Founders bring unique passion, judgment, and accountability. You deserve nothing less.
2. Don’t work with toxic people.
Yes, business is business. But culture is everything. No brand thrives in a relationship built on fear, ego, or politics. Protect the energy that fuels your team.
3. It’s about the right people.
Not the biggest team. Not the flashiest office. The right minds—with aligned values and complementary strengths—will always outperform the biggest headcount.
4. Kill the clichés.
Brands don’t become memorable by playing it safe. Words and images should challenge assumptions and command attention. Familiar is forgettable.
5. No unnecessary meetings.
Action beats discussion. Strategy beats repetition. Let’s move the ball, not just talk about it.
6. Listen deeply.
To customers. To culture. To data. To your gut. Insight doesn’t shout—it whispers. Leaders who listen better, lead better.
7. Write simply.
Clear thinking leads to clear writing. And clear writing leads to clear action. Complexity is a trap—simplicity wins.
8. Always over-deliver.
Do what was promised. Then add value beyond the ask. That’s how reputations are built—and how great partnerships grow.
9. Price with confidence.
If you’re changing the game, don’t price like a commodity. Leaders respect what’s rare—and invest in what matters.
10. Have the courage to believe.
Every breakout brand started as someone’s wild idea. Courage turns belief into momentum. Brand builders need both.
11. Know when to walk away.
Not every partnership is meant to last. A graceful exit protects your integrity—and your sanity. Knowing when to say no is a leadership skill.
12. Bring levity to the work.
Humor is intelligence at play. If we’re not enjoying the process, something’s off. Creative breakthroughs happen when the room has air.
We follow many other principles. But these 12? They’ve kept us real. Kept us inspired. Kept us effective.
If you’re building a brand—or responsible for leading one—maybe these rules resonate. If they do, let’s talk. We won’t waste your time. We’re not here to act like an old agency. We’re here to help build the kind of brand the future actually needs.