From 600+ conversations with the world’s leading thinkers.
The Stoic concept of courage is about letting reason prevail over emotion. Risk naturally triggers fear—fear of a bad outcome. But using reason to manage risk means applying a more analytical approach, almost like a mathematical assessment of risk and reward.
I wish I could sit here and say that a group of us built a strategy, formula, and tried to work it all out – but it was nothing like that. It was organic. It was reaching out to our heroes on YouTube to see if they liked our kit. They loved our kit, they started wearing it and we started to get to know them – and eventually invited them to our events. It was super organic.
It's important to differentiate between a large market and a large opportunity; they're not one and the same. The ideal scenario is to tackle a significant problem within a substantial market, thereby creating a sizable opportunity.
I felt strongly that search- as a product- was just going to continue to face more and more revenue pressure, forcing us to show more and more ads, and inevitably making the product worse over time.
Slowly, over the course of a decade, we built relationships by proving we weren't there to destroy luxury's heritage and its 'unspoken codes of conduct,' but actually to protect them and enable this industry to thrive. We were fashion insiders, and we just happened to be coders too!
In crises, people need to hear one or two simple messages to act on – not a confusing list. Through your communication, you also need to project certainty – and the fact that you have a plan (even if it's not fully formulated). Your team need to believe that they, and you, are going to get the job done.
To be the CEO of a company, particularly of a B Corp, you require a set of transformational skills and the ability to think broadly, and over long time horizons. You need to be able to consider the interplay and interdependencies between the business and its various stakeholders.
I had a brand who said to me 'You shouldn't name your book wonderhell, nobody is going to buy a book they don't know what the word on the front cover means', and I replied, anybody who's in wonderhell will know what that word means the second they see the word.
Our company has always been guided by our foundational values: innovation, service, quality, and thought. We believe in embodying these values through our actions, rather than merely discussing them.
We adopted a National Strategy for Entrepreneurship: Startup Portugal. A strategy that aims to make Portugal the ideal space to create, test, fail and try again.
Dubai offers a lot. We're currently at the Dubai International Financial Centre (DIFC). There's a separate jurisdictional regime in this area meaning that companies are treated under English common-law principles. It's a very safe environment for transactions to occur, and this gives us a big advantage of areas which simply do not have that framework.
More money has been lost on the mismeasurement of risk than not having risk management at all. The battle is not won through being attuned to risk control. If your measurement of risk is completely wrong, it could be worse than having nothing in place.