Thinking is not all it’s cracked up to be.

And you shouldn’t bother.

Beautiful Magazine.

I was chatting a beautiful magazine today.

And they wanted me to tell them about Always Wear Red.


And because I (mostly, not always) know how my brain works from a brand or business communications perspective.

I know I have two choices when I talk about any of my businesses.

(As do you, by the way).

  1. The functional descriptor response. This, in the most part, requires me to think.
  2. What’s really fucking going on.  This, in the most part, requires me not to think.

I chose the latter.

Always Wear Red.

Here’s what I told them was really fucking going on with Always Wear Red.

1. Just as we mastered creating the best hand knits in the world, we stopped making them. Completely. We’ll only ever make 50. Because they will last long enough to wear, share and repair for generations. 50 is enough.

2. The business can’t make money, it can only (just!) cover costs and deliver one message… If you are going to make anything (a-n-y-t-h-i-n-g) you should have a fucking good reason for doing so. We don’t want to encourage people to make things. We want to encourage them to STOP making things just because they can.

3. Our hand knits are for your downtime. Because downtime is not something to shoehorn into life. Down time IS life. So do downtime properly.

And that was that.


Their response… wow!




Which is far better than if I’d have gone for the functional descriptor option.

And blathered on about the world’s best 100% Italian merino… Britain’s best hand knitters… taking 4 years to make etc.

Don’t Think. 


Thinking is not all it’s cracked up to be.

And you shouldn’t bother.

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