I earn my living from coaching people how to fight… it may come as a surprise, therefore, to learn that until I was in my early twenties, I was terrified of fighting. I hated arguing, shouting, violence – all forms of conflict, basically. That's not unusual, of course, but to be honest, I was a bit of a wimp – or, as some of the kids in school liked to tell me, a pussy.

Creative process by its nature involves figuring out all the things that don't work on your way to figuring out the things that do. You can't have it both ways…

Control and leverage are two-dimensional concepts that can lead you to leaving money on the table. By trying to get control you can drive deals away but if you know that the other side is control-oriented? You can get all the leverage by saying, 'wow… you're so powerful, you're in charge… you have all the leverage…' and once you know that's what turns the other side on? You can get them to give you want ever you want!

We view ourselves as an innovation agency, one that marries the spheres of art and technology. We also aim to foster an environment that magnetises highly skilled individuals who strive to produce groundbreaking and influential work.

With technology, we're creating a lot more hammers – and with more hammers, we're able to find more nails. The question is whether those hammers are being made for the right purposes, and whether they will serve the right purpose.