In my 20+ years as an ex agency Co-Founder, Strategy Director, and Creative Partner, the difference between a flourishing brand and a floundering one is that the good ‘uns tend to ask infinitely better and less orthodox questions. The problem is, asking hard questions has never been harder. But the more radical the questions, the easier it is to make radical changes.

From business and economics to politics and life in general, it feels like the wrong questions are leading to some pretty bang-average answers. This is my personal exploration into that very weird phenomenon and a humble attempt to fix it.

Available from January 2027, ish. In the meantime, have a read.