STICKINESS: a guiding principle and LEADING INDICATOR

Let’s not just throw things at the wall and see what sticks. Let’s be smart about quickly finding the stickiest parts of the wall and focus on throwing ideas there.

Strategy should not be a disguise for non-action. It’s a north star guiding us within the territory we can own. An ounce of prevention is worth a pound of cure yada yada yada. But never forget what the strategy serves: The work. I believe a good brief is a sacred thing and requires strategic discipline. But I have a strong bias for action. Momentum is key. Let’s get to the work.

“The work” is not just ads. Your brand is the sum of your customers’ experience. The full journey, including everything you do.

Fans stick with you when you sweat sticky language, sticky Design, and sticky experiences that are easy to return to.

Good work sticks around for the long game. We should care about this month’s sales comps, but we should care more about a strong foundational brand that sticks to your proverbial ribs. One that can weather the storms — and there’s always a storm around the bend. Balancing what’s urgent with what’s important.

It’s also about sticking the landing. Great ideas can come from anywhere, but they’re worthless without great execution.

Tangible sticks & stones break competitors’ bones. Empty words will never win the day. In the long run, we can’t afford to just say something great, we have to DO something great. The answer isn’t always an ad. It’s often an action. We’re mining for ideas worth advertising, not advertising ideas.

And of course, an eye stuck on the results. I’m not pulling the ripcord after production. I want to track success, learn always, and make it work even harder. You’re stuck with a partner that cares. Not a vendor.

Let’s get sticky.