TBWA — Disrupt Manifesto (2019)

Don’t do the right thing
God knows you’ll be tempted,
the right things sounds so good in meetings, it looks fantastic and charts.
The right things racing pulses and settles churning stomachs
everybody can get on board with the right thing.
The right thing is good enough, but good enough is not enough.
don’t do it. Don’t do the right thing.
Avoid it like the plague.

So, what are you supposed to do?
The wrong thing?
of course, not.
Do the brave thing,
the thing that troubles your sleep,
the thing with a million unknowns that seems ridiculous one moment and genius the next.
That’s the thing you should do.
Chase it down, don’t let it go.
Do the thing that disrupts that up ends That doesn’t just defy the status quo but reshapes it forever.

You can do that. You have that in you
to do the right thing or not is a choice
to disrupt or not s a choice.
Let’s do the brave thing.