UNLABELLED.

I read that one half of Daft Punk, artist Julian Charrière and DJ Rampa are building something together. But it wasn't the line-up that made me think.

Apparently it’s not an installation, or a rave, or a concert. Something else. Something that resists labels.

YEAH, BUT WHAT IS IT?

I was sitting with some execs last week who were trying with difficulty to distill their legitimately innovative venture into a single ‘thing’. WE ARE A……..

My first business never really sat comfortably with a label – and it sold for eight figures.

I’ve written brand narrative for clients before and I've had to be honest with them: there’s no obvious label, so better to focus on the why and the how instead of the what.

Who wants to join me in changing their LinkedIn description to UNLABELLED?

No, didn’t think so.

But you have to agree, it’s kinda nonsense to have to whittle down the sum of your parts to a pithy one-liner.

We tie ourselves up in knots, oversimplifying, dumbing down. I get it, we’re human and we like the control. We just want to know where we stand.

Sometimes the work that matters can't be categorised.
If it fits neatly in a box, someone's already made it.