Don’t Let Strategy Take The Excitement Out Of Possibility …
October 24, 2025, 8:15 am
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So I have good news.
This is the last post for a week.
Yep, I’m away. Again.
Not because of whatever happened with the result I wrote about yesterday – but something else. Though if the result wasn’t good yesterday, the week away for me is going to be very bitter sweet because something that should be full of crazy wonderfulness is going to be infected by sheer fucking panic. But let’s stay positive shall we and ignore the fact I started a company called cynic – hahaha.
[I also, let’s not forget, started a company called Sunshine, which proves I am the living embodiment of a ‘gemini’, haha]
Anyway, I say you have ‘a week’ rest from this blog but I have written a post for next Friday because it’s Halloween and I couldn’t resist posting something truly horrific.
A blast from the past that no one needs seeing again but still makes me laugh.
So apart from that, you’re free from me for one whole week.
What a way to see in the weekend …
So with that, I’m going to leave you with this …

I saw the above recently and it reminded me of a meeting I was in once, where an HR person talked about ‘cultural fit’.
Now I get what they meant – from a theoretical place – but it was what they were trying not to say that bugged me.
Because in essence, they were saying they valued the complicit and consistent over the interesting and challenging.
They didn’t care that people who questioned or pushed were actually doing it because they wanted to help the company be even better … to them, they saw them as ‘problems’ who they could discount or disregard under the guise of being a ‘wrong cultural fit’.
Don’t get me wrong, I appreciate good companies have strong cultures … a set of principals, values and behaviours that the people within shapes who they are and how they act. But too many organisations mistake this for control and complicity when in reality, it’s about expression, standards and possibility.
And it’s why I loved that piece But here’s the thing, these people make great shit a possibility.
Sure, I get they often need to be surrounded by those with the skills and abilities to both interpret what they say and action it … but without them, you are forever lost in the middle.
Yes I get for some that is exactly where they want to be … but for those with hunger, ambition, a desire for originality, craft and possibility, that’s literally the worst place you can find yourself positioned.
And yet too often, it’s these ‘big talking companies’ who have embraced protocols and processes that filter these people out immediately … replacing them with an endless stream of plastic and beige puppets. It’s why as much as these sorts of individuals can cause all manner of headaches and mayhem – and I say this both as someone who fits this description as well as someone who seeks out people of this description – they remain the individuals who I love to work with and hire the most.
And there’s a reason for that …
Because not only do you never know what they’ll come up with – and often they don’t know wither – you can be sure it will be smart and impossible to forget.
Or to be more poetic …
They are like comets flying across a night sky. They might not stay around for long, but boy … do they always shine bright.
Which leads to something else.

Recently London School of Economics [LSE] asked me to write a piece for their business management and strategy curriculum.
I don’t know if was because they thought my perspective would educate their students or serve as a warning of what NOT to do, but it was lovely to be asked.
The one thing they wanted me to specifically talk about was how I have been able to build and lead successful teams wherever I’ve worked.
And without blowing my own trumpet, I have.
Whether it’s been at different agencies or different countries, I’m proud I’ve been able to help nurture strategically intriguing, creatively interesting teams. Where every place I’ve been, has enjoyed a period that has come to define the department, the agency, the client, the category, the work we create or – most importantly – the people who are there.
The reason that’s so important to me is that where strategy is concerned, you can never be sure if you’re making a difference or you’re just riding on the coat-tails of the talent that was – and is – already there.
Or said another way, are you good or are you lucky?
And while I’m definitely lucky – both in terms of where I’ve worked and who I’ve got to work with – I do believe I’m pretty good at developing people and gangs – and I choose the word ‘gang’ very deliberate.
You see the word ‘gang’ means you have a motley crew of different people with different talents and outlooks who are united by a common philosophy, enemy and planning identity … whereas a department tends to be a production line of similar people, doing similar things with similar backgrounds and expectations.
Or as Lee Hill, my mentor and friend once said, “you can choose to partner with people who find interesting ways to open possibilities or people who are only focused on keeping things the same”.
And while there is nothing wrong with being boringly expected, it’s not what I value or what drives the greatest commercial growth … which is why – as part of the piece I was asked to write – I wrote this:
[Click on the image above to read it properly]
_________________________________________________________________________
It’s why I always say you should beware of those who offer convenient answers.
Or solutions that are more complicated than the actual problem.
Because you may find they end up costing you far more than the people who challenge or push you in terms of who you are pr who you want – or could – become.
See you properly a week on Monday – via something stupid on Friday.
Filed under: 2025, A Bit Of Inspiration, Advertising, Agency Culture, Apathy, Aspiration, Attitude & Aptitude, Audacious, Authenticity, Comment, Context, Creative Brief, Creative Development, Creativity, Culture, Effectiveness, Emotion, Empathy, Imagination, Management, Marketing, Marketing Fail, Planning, Play, Point Of View, Process, Provocative, Relationships, Relevance, Reputation, Resonance, Respect, Stupid, Success, Work
So I have good news.
This is the last post for a week.
Yep, I’m away. Again.
Not because of whatever happened with the result I wrote about yesterday – but something else. Though if the result wasn’t good yesterday, the week away for me is going to be very bitter sweet because something that should be full of crazy wonderfulness is going to be infected by sheer fucking panic. But let’s stay positive shall we and ignore the fact I started a company called cynic – hahaha.
[I also, let’s not forget, started a company called Sunshine, which proves I am the living embodiment of a ‘gemini’, haha]
Anyway, I say you have ‘a week’ rest from this blog but I have written a post for next Friday because it’s Halloween and I couldn’t resist posting something truly horrific.
A blast from the past that no one needs seeing again but still makes me laugh.
So apart from that, you’re free from me for one whole week.
What a way to see in the weekend …
So with that, I’m going to leave you with this …
I saw the above recently and it reminded me of a meeting I was in once, where an HR person talked about ‘cultural fit’.
Now I get what they meant – from a theoretical place – but it was what they were trying not to say that bugged me.
Because in essence, they were saying they valued the complicit and consistent over the interesting and challenging.
They didn’t care that people who questioned or pushed were actually doing it because they wanted to help the company be even better … to them, they saw them as ‘problems’ who they could discount or disregard under the guise of being a ‘wrong cultural fit’.
Don’t get me wrong, I appreciate good companies have strong cultures … a set of principals, values and behaviours that the people within shapes who they are and how they act. But too many organisations mistake this for control and complicity when in reality, it’s about expression, standards and possibility.
And it’s why I loved that piece But here’s the thing, these people make great shit a possibility.
Sure, I get they often need to be surrounded by those with the skills and abilities to both interpret what they say and action it … but without them, you are forever lost in the middle.
Yes I get for some that is exactly where they want to be … but for those with hunger, ambition, a desire for originality, craft and possibility, that’s literally the worst place you can find yourself positioned.
And yet too often, it’s these ‘big talking companies’ who have embraced protocols and processes that filter these people out immediately … replacing them with an endless stream of plastic and beige puppets. It’s why as much as these sorts of individuals can cause all manner of headaches and mayhem – and I say this both as someone who fits this description as well as someone who seeks out people of this description – they remain the individuals who I love to work with and hire the most.
And there’s a reason for that …
Because not only do you never know what they’ll come up with – and often they don’t know wither – you can be sure it will be smart and impossible to forget.
Or to be more poetic …
They are like comets flying across a night sky. They might not stay around for long, but boy … do they always shine bright.
Which leads to something else.
Recently London School of Economics [LSE] asked me to write a piece for their business management and strategy curriculum.
I don’t know if was because they thought my perspective would educate their students or serve as a warning of what NOT to do, but it was lovely to be asked.
The one thing they wanted me to specifically talk about was how I have been able to build and lead successful teams wherever I’ve worked.
And without blowing my own trumpet, I have.
Whether it’s been at different agencies or different countries, I’m proud I’ve been able to help nurture strategically intriguing, creatively interesting teams. Where every place I’ve been, has enjoyed a period that has come to define the department, the agency, the client, the category, the work we create or – most importantly – the people who are there.
The reason that’s so important to me is that where strategy is concerned, you can never be sure if you’re making a difference or you’re just riding on the coat-tails of the talent that was – and is – already there.
Or said another way, are you good or are you lucky?
And while I’m definitely lucky – both in terms of where I’ve worked and who I’ve got to work with – I do believe I’m pretty good at developing people and gangs – and I choose the word ‘gang’ very deliberate.
You see the word ‘gang’ means you have a motley crew of different people with different talents and outlooks who are united by a common philosophy, enemy and planning identity … whereas a department tends to be a production line of similar people, doing similar things with similar backgrounds and expectations.
Or as Lee Hill, my mentor and friend once said, “you can choose to partner with people who find interesting ways to open possibilities or people who are only focused on keeping things the same”.
And while there is nothing wrong with being boringly expected, it’s not what I value or what drives the greatest commercial growth … which is why – as part of the piece I was asked to write – I wrote this:
[Click on the image above to read it properly]
_________________________________________________________________________
It’s why I always say you should beware of those who offer convenient answers.
Or solutions that are more complicated than the actual problem.
Because you may find they end up costing you far more than the people who challenge or push you in terms of who you are pr who you want – or could – become.
See you properly a week on Monday – via something stupid on Friday.
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