Our Craft is the work we do that’s expected of us.
Art is using our Craft in unexpected ways.

Ed Catmull, founder of Pixar

The Apostle's Creed has been a statement of beliefs used by the Catholic Church to rally and unite believers for centuries. Today, your current and potential consumers deeply believe (as distinct from 'like') all sorts of things about themselves - and will subconsciously ...
Fences define boundaries which send two messages: To strangers: "You're not welcome past this line. You stay out there." To family, friends and guests: "You have the privilege of access - unlike the masses" By proudly banning Taylor Swift from its traditional Australia Day Hottest 100, radio station Triple J was absolutely able to ...
If the only way to draw people to your brand is to constantly be on sale - you eventually won't have a brand. If you only ever talk to us about your daily, weekly or even monthly sales, eventually we will tune out, unsubscribe or unfollow you (assuming the algorithms haven't already done this for us). As brand trust is eroded over time, it gets harder and more expensive to reach fewer and fewer fans - the fatal downward marketing spiral.
Dear Brand, Why am I following you? Where are you taking me? Who am I becoming as a result of following you? Regards, Your Fan/Follower/Liker/Subscriber/Customer

Imagination is the beginning of creation. You imagine what you desire, you will what you imagine and at last you create what you will.

– George Bernard Shaw

What is considered a commodity by the Industrial Age majority today, will become a target for Connection Economy disruptors tomorrow.

Just ask Xero, Uber, AirBnB (among others)…