HOW I LIKE TO DO THINGS

There isn’t a secret Da Vinci Code to come up with the idea that breaks the internet – but I believe we do have a few tools at hand to guide our thinking in the right direction. Optimism is one of them. I truly believe that, regardless of the challenges ahead, our creativity and determination will lead us to remarkable outcomes.
And you’ll be glad to hear that I’m drawn to people who share this inherent optimism.

Here are a couple of guiding principles that offer insight into how I like to think and operate:

‘Change your thoughts and
you change your world.’

  • Better questions lead to better results. My three favorite questions to start any project with are the following:

    #1 Who Cares?
    Start with honesty! Is this an idea that people actually would love to participate in?

    #2 What If…?
    This simple, yet powerful question is a gateway to innovation – be it within a marketing campaign, or new product development. True transformation is achieved when boundaries are ignored for a moment or even put on its head. “What if would if we did the opposite?” – flip the script on conventional thinking and take a risk by doing something completely unexpected.

  • Why? We can’t afford to be anything else. Each year, at least $13.6bn is wasted on media for ads that have zero impact. How to be memorable? Be clear in messaging, and embrace creativity.

  • Change moves fast. AI has thrown us onto a hyperspeed train of possibilities, our industry is shifting overnight and we either cling to the ‘ things have always been done’ or embrace what’s next.

    New ways of telling stories people fall in love with. . New ways to engage with customers (by be it ) through brand inspired Roblox games.

HOW I LIKE TO DO THINGS

Strategic in the centre. A bit like Zinedine Zidane, but with a bit more hair and a bit less French flair.

HOW I LIKE TO DO THINGS

A shift of perspective.

Instead of thinking from a perspective of a employee, agency, or consultant, what would happen if we approach each problem and each opportunity from a perspective of: ’What if… this were my business?’


This shift of perspective encourages more critical thinking, long-term planning, and a deeper sense of responsibility. It leads to smarter, more impactful decisions, and demands simply a little bit more effort.

Coupled with a roll-up-your-sleeves and get-it-done attitude.

Taking initiative with ideas, projects, and client partnerships is how I like to approach opportunities.

Firstly, answer the brief in the best possible manner – whatever that might look like. As simple as that.

Secondly, and almost as importantly, read between the lines. Identify the solutions and ideas the brief triggers but may not have explicitly asked for. Both needs to be addressed.

Putting in that extra effort and showing a bit more passion for the challenge is exactly what I would do if this were my own business.