I believe that rules are meant to be broken. As an advertising professional, it’s not hard to find others of the same mind – the most successful of us operate on the deliberate destruction and contortion of the mundane and the familiar into ideas reflective of true creativity. But rules cannot be broken arbitrarily, should we want to do the world more good than harm, because rules represent important and meaningful ways of experiencing the world. Rules can be broken only when we understand them, and only when we understand why a rule exists do we understand how to break it.

The rules that govern our motivations, desires, and behaviors are no different. These things are a reflection of fundamental ideas about what we expect from the world around us. And they are incredibly facinating to me. It is in this context that I have found myself in the world of account planners and advertising strategists, consumer researchers and experience architects. It is in this context that I collect observations here, each bit of information building a knowledge of how these rules can be broken. How to break anything? Observe everything.

Certainly what you’ll find on this blog is a collection of marketing and advertising insight – I’ve dedicated myself as a planner to making a career of translating these observations into marketable executions. But what you’ll also find is an attempt to understand the true nature of the decisions me make – an attempt to understand the “why” behind every surface-level motivation out there.