The idea of Nicework is such a simple one: we want to create nice work with nice people, and that implies that we have to be nice whilst doing it. We want to create nice things that fill us up, that fill our clients up and that fill the people that they're trying to serve up in a simple way.

On a philosophical level, brands are a shared hallucination. In context to a company, I think a brand is a tool that companies use to get people to care. For me, the only job that a brand has is to get people to attach importance to the thing that this company is doing.

There's a flaw in the creative business model where you as the creative are selling hours and as the client you are buying hours. This creates a disincentive where as the creative team, your incentive is to inflate your hours. As a client, the incentive is to cut as many hours as possible. 

There's an ad of a young boy running in the super early morning, and there's this beautiful narrative over it about how showing up and doing the work is actually 90% of the challenge. And as this boy is running towards the camera with this narrative going over it, you start to realise that he's actually not a very fit individual. He's slightly overweight. He's sweating. He's not looking like he's having a good time. But ultimately he's still doing it, which is the brand positioning. The ad ends on that simple line of just do it. That ad for me is an example of a company that is clear on what their positioning is and what their value proposition is to people.

Web3 is a series of open-source technologies that are secured on the blockchain. What Web3 does for us is it adds a new layer of ownership. You can own the digital assets that you create or that somebody else creates and you buy. This is the first massive shift in ownership that we've had in a long, long time and I don't think we even fully grasp the opportunities it holds.

An NFT is a container of code that sits on top of the blockchain and it is where you can have ownership. 

What happens is you have a bundle of information, or block, which is to be committed to the open public ledger and a whole bunch of computers then process this thing and they look at it and they make sure that it is actually valid.

Brands are storytelling devices. They are a way of conveying meaning and emotion from a company to a consumer and back again, and from consumer to consumer. Now, the opportunity with NFTs is that you can now add an ownership layer into that. And by adding an ownership layer into that story which is a fascinating evolution. You now have the potential to co-own and co-create with brands.

There are asymmetric wins by participating in technology early. Your opportunity is exponential and your chance of loss and destroying your business is so small.

Jeff Staple initiated the collaboration era with his pigeon on Nike Air Force 1 shoes and he created a customer journey around a project called Feed. They're using the NFTs to bond people together around a shared ownership and a shared identity, and they're leveraging that back into their traditional brand. It's a fascinating consumer journey that they designed, and that they used the technology to unlock. They couldn't have done it before NFTs.