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I LIKE BUILDING THINGS.
Teams. Trust. Brands. Ideas. The structure that holds them up. And the space that lets them get a little wild.
THE WAY I WORK.
01 — BUILD THE TEAM FIRST.
The best idea in the room is useless if nobody trusts the room.
02 — PROTECT THE CREATIVE.
Good ideas are fragile early. Protect them from fear, committees and the irresistible urge to make everything reasonable.
03 — STRATEGY IS THE SPINE.
Know what you’re trying to do. Know why. Then you’ve earned the right to get weird.
04 — FIND THE NUGGET.
A phrase. A truth. A picture. A piece of music. Find the one thing that makes the other hundred decisions easier.
05 — BUILD THE MACHINE. THEN BREAK THE RULES.
Good systems don’t make the work safer. They give you the confidence to take bigger swings.
06 — MAKE THE DAMN THING.
At some point the deck closes, the meeting ends and somebody has to put something into the world.
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