We love a plucky underdog. A challenger taking on the main contender. A David vs. Goliath.

Edmund Dantès in The Count of Monte Cristo rebuilds his identity from nothing, and systematically achieves every goal he sets. He doesn't just rise, he dismantles everyone who put him down. The underdog winning against all odds.

Or the disruptor breaking the system that holds them back.

Bob Dylan singing about having a head full of ideas and being made to scrub the floor. He broke free from Maggie’s Farm to make those ideas a reality.

Challengers and Disruptors are woven into our Cultural narratives.

David Beckham, Peter Crouch, Danny Dyer, Erling Haaland, Cole Palmer, Central Cee, Channing Tatum, Steve Carell, Bad Bunny and Kim Kardashian.

Can only mean one thing: a Stag Do you won’t come home from, or the Fifa World Cup of advertising.

The most important skill we have is the one we keep putting in a corner.

When I talk about creativity, I don't mean just a painting. A dance. A photo. A film. Architecture. Coding. Cooking. Fashion. Gardening. Khaby Lame the Tik Tok creator. Your mate with a Podcast.

I don't mean just skilled folks at Photoshop. Or entrepreneurship, product design, branding, negotiating with that dickhead in Procurement…

Susan Sontag was right when she observed in the 1970s that “Today everything exists to end in a photograph.”

When I was 12 years old, I started playing in rock bands. It was the 1990s and peak-Metal era; Metallica, Guns ‘n’ Roses, Faith No More, Soundgarden, Tool, the list goes on.

I had no doubt about the quality of the music we produced.

Retrospectively, I think I should have had many doubts…