Design is indexing toward utility because of the bubbled frenzy of AI. Brand, UI, marketing design: they all have to get business done, fast. There’s little or no margin for speculation. Nick’s model meets the urgent needs of companies whose wheels are already turning before they’re even signed their formation documents.

Big agencies are too rigid... See more

The old model—sell services, hope for chemistry, win on creativity—is fading.

The new model—sell solutions, define the problems you solve, who you solve them for and the value clients receive.

This is not a rejection of creativity. It’s a reverence for its purpose.

Because the real magic happens when creativity meets accountability. When ideas are... See more

Action in Brand Strategy

• Action in brand strategy is not just advertising but how a brand guides the entire organization, acting as a North Star.


• Brands that successfully integrate their purpose throughout the organization, like Apple, achieve significant commercial success.


• A strong brand purpose is more crucial than ever in an era of AI and

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