Clear Defendable Territory
We’ve written a book…
We've written a book...

Do you know who McLaren's nemesis is?

Why Dropbox is like a lava lamp?

What wakes the Google brand at 4am, or why Wimbledon sweats the small stuff?

Our new book, 'Wild Thinking', has the answers.

'Wild Thinking' pairs 25 questions with brand leaders from the world's most interesting businesses. One chapter, one question. One point of view to help you solve your biggest business challenges, with anecdotes and anarchic strategies from brands including Google, McLaren, Ascot, V&A, Dropbox, Wimbledon and Comic Relief. Each chapter explores a different question about life and work, ending with a single-minded idea to help you consider your business from a new perspective.

We know that the most successful businesses in the world are singular in their goals, yet they express them in many different and creative ways, allowing them to own a space that's distinctly theirs. It's what we call Clear Defendable Territory. And when a business finds the space that it can truly own, it can build authentic connections that will strengthen and last. We created Wild Cards, a box of 100 killer questions to help you define and understand yours - perhaps you came to one of our events where we used them to challenge Google, McLaren, Ascot and other brands.

Now we've turned the cards into a book, beautifully illustrated by our talented design team. It's published in May, but you can pre-order it now from Amazon or Kogan Page.

If you can't wait till May (we're counting the days) we've put the full set of 100 questions on our Wild Cards microsite. So get involved - flip the cards for yourself and find out how well you really know your brand. You can even set your own Wild Card question... and if we love it, we'll add it to the deck.


If you'd like to talk to Nick or Richard about their book please email