Naive Optimism

Continually believe in what you are doing even if it might seem naive to others. Celebrate the wins. Accept the losses, but learn from them. Don’t expect it to happen overnight, but know you are continually refining and building. Be wide-eyed and in awe of what you can do. 

 

Human First

Talk on the level. No jargon. No bullshit. Show empathy. Tell stories that communities connect with. AI Slop can get in the bin too.

 

Could, Not Should
Don’t follow the well-beaten path. Do what you could do, not what you should do. Do what works for you because you know what’s best for your brand. Be brave. Try things.

There is no one playbook.

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Don't Be A Dickhead

Treat colleagues, clients, stakeholders, press, publishers, everyone with respect, humour and candour. Be nice. Sweep the sheds when you are done. It makes for a beautiful environment. With thanks to the infamous sign at Pikes Ibiza for the inspiration. IYKYK

 

Graft

Just that, really. Put the work in.

Do the hard thing. Get results.