Gut instinct can spark some of the best ideas out there. But it can also bring your brand to a lull if you’re feeling iffy. It’s time to let go and trust your team just as much as you trust your gut.

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Open yourself up to the big boss of creative fears: the fear of embarrassment.

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It’s all too easy for creatives and clients alike to sink time into the trivial. We need to fight it though, because it’s definitely not good for our brands.

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Every minute we spend costs roughly the same in money. Whether you spend it making the brand famous, or making the ad just a little bit different to the previous iteration.

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Be as fickle as you like with your band tees. But when it comes to your brand, please: find your thing and stick with it.

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A brand built on a hundred adjectives is a brand built on uncertainty.

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And never turn a wise crowd into a committee of murderers.

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Before things get good, they’re gonna get ugly.

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