More than a pithy name. It’s a creative principle. A mindset. A standard.

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Born in writing.
But now—etched into how the best ideas get made.
Design. Storytelling. Advertising. Whatever comes next.

At its core?
Clarity over attachment.
Truth over ego.
Impact over indulgence.

It’s not about being brutal.
It’s about being honest.
It’s about putting the work first.

Not destruction.
Discipline.

Not stopping at the first good idea.
Not getting precious.
Being sharp enough—honest enough—to keep going
until the right one shows up.
And earns its place.

Because the riskiest thing you can do right now
is play it safe.

If it disappears,
so does the opportunity.