The Truth Talk to me

I use a process in my work that gets me to the core of any challenge, and leads to what I call an Essential Truth that – once formulated – informs everything else. So, what’s the Truth about Andrew Crighton and iPrimate? It’s HELP.

I’m at a place in my career where I’m exploring new horizons and breaking boundaries to help others… and help myself. I’ll tell you a lot more about it sometime, but, essentially, the new horizons have to do with VOCATION and the breaking boundaries has to do with LOCATION.

VOCATION means publishing… for a writer. And for this writer that means non-traditional publishing (you’re reading it). And it means content (you’re reading it). Whether my new horizons serve ME or YOU, they’re challenging and rewarding.

LOCATION is about flexibility. Kids have gone; home in the city less relevant. I still have one foot in Toronto, but I’m really living on the shores of Georgian Bay. Some people know I have a 1989 Volkswagen bus/camper in which I can go anywhere, anytime to write. And meet. And collaborate. But, mostly, breaking boundaries has to do with the Internet. I’m determined to get more clients/patrons/working relationships/ partners in other geographies, because we all really share the same geography, these days (you’re reading it).

So, it’s about VOCATION, LOCATION. And it’s about HELP.

May I?

Andrew Crighton, iPrimate
127 Kingswood Road
Toronto, Ontario m4e 3n4

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January 16, 2010


Illustration of funnel that goes from the general to the specificI have a highly developed process of reflection and analysis with which I approach every project.  It’s my way of ensuring that I do due diligence to the challenge that has been set before me.  It’s called a Truthtych.  It works like a distilling funnel.  I throw everything that’s even remotely relevant in one end, crunch it down with some serious thinking, and extract a pure piece of distilled insight from the other end - a primal discovery that I call the Essential Truth.  That truth then becomes the touchstone that guides the creative team to the solution.  Simple, logical, and strategically sound.   And, incredibly, it works.

Here’s some further reading that will explain:

THE TRUTHTYCH™ - One of the realities of business is that when opportunities arise, they’re often cleverly disguised as problems. However, it’s brain more than brawn that has propelled primates to the top of the food chain. The Truthytch is the philosophy of thinking that lies at the core of my work.

AESOP’S STRATEGY - “They who act without sufficient thought will often fall into unsuspected danger”  The moral of Aesop’s fable – The Dog and the Oyster – is about the importance of thinking before acting.  That’s strategy in a nutshell.

CHASING BUTTERFLIES – The Creative Process - For one, imaginative moment think of creativity as a butterfly. It’s elusive, and hard to grasp. It flies into your field of view, and then flits across the landscape, alighting for just a moment here or there. To capture it, you need a net. In the discipline of commercial art, creative process is the butterfly net.

THE RED BOOK - This is the book about the house that Bill built – Microsoft’s home computing business.  It’s a well-described example of a process for strategic creativity applied to a 5-year long Content Marketing project on the Internet called Microsoft Home Magazine.

A HAPPY EXECUTIONThis is a 5-step explanation of how to move a creative project from strategy to execution.