Episode 2: The Past
One of the most disappointing things in life is knowing when an opportunity has been missed. When connections fail to meet. When a message falls on deaf ears.
I would rather apologise for something awesome than ask permission for something lame – that’s been my attitude throughout my first 50 years. Never settling for average when exceptional is achievable.
So, for me it’s always been about telling the right story in the right place at the right time. If any of those three key ingredients are missing, it all falls down. It’s no use if your timing is perfect if you don’t have the right thing to talk about or the words, images or experience fail to materialise.
I believe in magic. Not Harry Potter, but the application of science to deliver the unbelievable. The unexpected creates impact, impact makes people sit up and take notice, and once you have their attention, you need to deliver on the promise.
Magic without substance is just vapour. It’s why I appear on stage shooting fireballs – but they serve to illustrate the challenge for contemporary marketing. Offering an audience a glimpse of IronMan’s inventory – be that full-body haptics, bionic shoes or the infamous flame-throwing – they all form part of a narrative and demonstrate technological collaboration. They also break with the expected structure of a keynote, disrupting ‘the feed’ and stopping an audience in their tracks.
It’s easy to form an opinion based on someone else’s opinion. That’s why global conference stages are full of people that Google their topic and deliver the search results via Powerpoint. I’m proud to be able to put my money where my mouth is and say “I’ve been there and done that”, giving weight to my opinion – even when my advice is to learn by my mistakes and follow a different path.
This attitude helped me deliver the first iPad app and Apple Watch apps on the days those products launched, create one of the first multitouch iBooks, spend 48 hours in Virtual Reality, work end-to-end with mobility brands (inside and outside the vehicle) and paint portraits of Michael Douglas, Anthony Hopkins and Chris Eubank, then getting under the skin of NFT art – as an artist! I’ve been honoured to work with legends of the music industry, motorsport heroes, stars of the silver screen and help relaunch the Star Wars franchise.
If you don’t know it can’t be done, you just find a way to do it. Like when people find super strength to lift burning cars, we all have our own superpowers.
There’s so much more that sits under NDA for now, but I’ve also been taken at gunpoint in Beirut, smuggled into Bosnia in the boot of a car, had security remove me whilst dressed as Captain America, nearly filmed one Presidential inauguration in VR and lost another Presidential client following their assassination! But that’s for another day…