You know that man who turns into a green monster when he gets angry. A murdering monster. No self-control. When it recedes, corpses are left around. And naked Bruce Banner. An awesome character. No conscious decisions at all. This is a pure curse.
Bruce has a very elaborate system to use in order to NOT become Hulk; he’s afraid of himself. His consequences. These are deadly. Only when it overcomes him… What does this have in common with me? With brands? More than it would seem. I, and thus my business, often behave like the furious Hulk. When it overcomes me, I destroy everything around me. Demolish it. Sometimes because I no longer enjoy it, other times because it didn’t work the way I wanted. Yes, I go berserk, and once I even left the position of a director in a promising agency because of it. Inexplicable. When it’s over, I just count the losses and lick my wounds. But I couldn’t help it. First, I wanted to kill this Hulk in me to get some peace for both me and my business. Only it didn’t work. Instead, I am working on how to make this Hulk’s energy work for my brand. It’s hard work, I tell you. Only without the Hulk in me, I would never have set out on this MY NAME IS MINDLESS tour. Never.