May the best idea win.
More truth please.
muddy in purpose and vision
the conscious challenger has no reason to exist.
Not to create your story, but to help you tell your beautiful, innovative truth.
What we call "culture" is really just an ongoing battle of ideas and narratives--a sea of stories, symbols, and selves all competing to define what matters.
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When you think about it, brands are symbols that stand out from the sea of noise we live within. And these days, with more noise than ever and more need for real innovation and solutions, it's vitally important that the best ideas break throug.
That's why after a decade working for the leading brands shaping culture and driving consumption, I'm working for the small to mid-size brands that seeking
As the world gets noisier, it becomes for difficult to break through and earn people's attention. Especially with big comapnies and brands able to buy our awareness (or a slew of "influencers" who will pedal their products) eed the big ideas more than ever. But with so much noise in our world, it's it's vitally important that the best ideas break through. That's why after a decade working for the leading brands shaping culture and driving consumption, now I'm
How will we compete with the big guys?
In a word, authenticity. Now, I know that word has almost lost its meaning these days, but that's just because the world is hungry for it (and the big guys talk about it the most. So while the big guys try their best to reverse engineer it, the innovators and challengers are the ones in position to truly deliver it.
How exactly are we going to do that?
To compete with the big brands (and big agency production budgets), smaller brands need to nail their story. And to do this, we have to go deeper into who you are (and much deeper than perhaps you think is necessary!). Muddy in purpose and vision, the challenger has no reason to exist (and no way of breaking through the clutter. This means our work is to get so clear on what makes you tick that you're impossible to ignore.
Whether you're a poet or shortstart-up or an established brand, a script-writer or a a story-teller yourself, oftentimes we feel pressure to act a certain way to get what we think we want. Basically we hide pieces of ourselves away that we consider to be unacceptable, unfit for public consumption, or "bad for business". I think that's nonsense. I think the world is so hungry for truth that hiding is the dumbest thing you could possibly do. And that's why i'm here to hold you accountable to your truth and help you tell it in all its gore and glory.
Are you bringing a deeper level of craft to your category, innovating inside a complacent industry, or generally bringing something beautiful into being?
The chances are good that I want to help you win.
2. Humanity. Full Tilt.
tell your beautiful truth.
These days, the hunger for truth is higher than it's ever been. The post-information age has poured so much unverified information into our awareness, that we cant' help but thirst for something solid, trusted, and true.
That's why telling a true story is essential for breaking through.
This is how big ideas break through.
In an individual life, we know what authenticity feels like. It feels effortless. It feels natural. So then why do so many modern brands contort themselves into whatever shape modern consumers seem to like?
Because they lack authenticity and think they fake it. While my time working for the big guys often made me cringe, now I see it's that gap in authenticity that leaves space for the big ideas and the most authentic brands to compete. This is why the big guys always end up having to buy out their competition rather than beat them.