The best advertising agency of the Netherlands doesn’t exist. Neither does the best design company. Cause the best of the best work for themselves.

The same goes for builders, accountants, producers and definitely for copywriters, designers and art directors. That’s why most companies have at least a few good men, but rarely a lot of them. In a networked organisation (excusez-le-mot) that problem doesn’t exist. You can work with everyone. So you can work with the best and best suited for the job at hand.

The chamber of commerce has me on the books as a one man show. But that doesn’t tell the whole story. The network of people I work with is what gives me the flexibility to work on any kind of project. Generalists, specialists, whatever the project needs. Less overhead, more joy.

Whether it’s an advert, a new name for a company or a panel of specialists that needs to be moderated: in most projects I work on, the central question is ‘what’s the story?’. What are you trying to get across? Or what are you trying to find out?