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Over the weekend, this was a reminder from Yoko Ono.

I was at the “Yoko Ono: Music of the Mind” exhibition at Tate Modern, London.

Her work sits at the intersection of bonkers and brilliance.

My favourite pieces were her artistic “Instructions” —hand-typed on A5-sized cards and pinned to the wall.

Easy to follow, bite-sized chunks. Brilliant.

This one, in particular, really struck a chord.

👉🏼 Substitute the first line for a message you’re trying to convey, and you’ll get where I am going with this.

—Don’t assume that because you said it once, people heard it. 

—If it’s important, repeat it frequently.

—Moments are fleeting.

—People don’t notice as much as you think they do.


Despite what it says on the card, do NOT make up stories.

Only the truth will do.


Call me if you need help with

  • messaging

  • repeating your story without being on repeat

  • what your story is in the first place

I’ve worked for brands in-house, in hands-on roles.

So, I know the difference between brand strategy fluff and the tangible, actionable stuff that works.

—the stuff that is actually helpful on a day-to-day basis for those at the coal face of the brand.


👉🏼 Ideas Make Manifestos.

Having a manifesto increases your chance of success.

I partner with thought leaders to shape, transform and grow iconic consumer brands that STAND OUT. 

If you could change anything about your brand, what would it be?




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