Here’s the thing about operating principles: most founders write them like they’re auditioning for a TED talk. They craft these beautiful manifestos about “radical transparency” and “fail-fast cultures” that sound profound in Medium articles but crumble the moment someone misses a deadline or burns through runway faster than expected. After years of watching Fortune 100...
The first false assumption killing most brand work is that audiences want to be marketed to. They don’t. They want to be understood, served, and occasionally surprised. The moment you put your brand’s journey ahead of your audience’s journey, you’ve lost. But most companies can’t help themselves. They’re so excited about their story that they...

