It’s a question I’ve been asking myself for decades.
Not just about projects or clients, but about learning itself.
For most of my working life, I’ve been on a quest to understand what truly makes the work better. That journey led me deep into the worlds of Carl Jung, Abraham Maslow, and Joseph Campbell. Three thinkers who helped me see that great work isn’t born from marketing formulas, but from understanding human nature.
I’ve spent years studying their ideas: Jung’s insights into archetypes and the collective unconscious, Maslow’s hierarchy of human needs, Campbell’s hero’s journey and the call to transformation. Every book, every note, every late-night reflection was part of one pursuit: to make the work more meaningful, more human, more alive.
Over time, I realized that improving the work isn’t just about creativity or strategy. It’s about empathy. It’s about seeing the hidden patterns that connect people to stories, and stories to brands.
That’s been my lifelong obsession, to bridge psychology, mythology, and marketing into something that resonates at the deepest human level.
Because in the end, all progress, personal or professional, comes back to one question.
Will it make the work better?
For me, that’s still the north star.
All roads lead to the work.
Do you agree?