A guide to not giving a f**k

A lot of what I do in my daily get up and go involves hustling and many don’t grasp the concept. The ideal of waking up to f**k sh*t up, on the real. Every day starts with disruption, imaginatively breaking boundaries and portraying the proverbial ‘dick’ stance.

My businesses and concepts are built on defiance, rule breaking and street smarts, so whether it’s the most amazing product, you still need a connect to make it happen. I am a realist.

“A connect is a person that helps you join the last dot, they’re masters of stippling and their favourite Kung- Fu move is called the kickback.”

Once you come to terms with that notion and mourn the angelic, naive, business spirit you started off with, you’re on your way to becoming a sports car driving, sunglasses in a meeting wearing, green juice drinking, body weight lifting bad ass — Ok not so, ego management is something I shall touch on in a later post. but for now…back to the proverbial dick comment.

Ruthlessness is the order of the day as a millennial doing business in quite an archaic world. As an entrepreneur, you need to define your ethos and identity from the get go. It’s the thing that makes you who you are. It sets you apart in presentations, it sets first impressions on fire and opens you up to judgment! Bring on that apprehension and let’s write the conclusions. This very identity, whether it’s only wearing leather pants, even in 40 degree heat or whether it’s wearing bright sneakers so that those sunglasses in a meeting are required, is your existence my friends.

Truth be told, with the ethos that I created for my agency, today we get to work on some of the biggest brands on the continent. Yes, the decision was made up front that when we do land bigger clients, we’ll ditch the smaller ones…I did start my own business to make money, call me a dick…but i didn’t start an NPO. (Amen).

Guerilla (my agency), is not every brands cup of tea and I am ‘totes’ ok with that. In fact, we disgust quite a few marketing managers when I drop F-BOMBS in meetings but we’re just not meant to be…it’s me, not you. Really.

Being wild, crazy and stamping on that silly box that everyone talks about is just fine, find your place and you’ll always fit in. There’s an art to not giving a f**k in a very concrete, get sh*t done, kind of way…but it comes with mastery.