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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February 2, 2010


Triptych painting from the renaissance

A religious triptych

Experience has taught this primate to mount an assault on all creative challenges with a deceptively simple, strategic thinking process called a Truthtych™ - derived from the word trip·tych n., which is a work of art in three sections.

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, so I embrace the belief that “no problem can stand the assault of sustained thinking”.  


The Truthtych is a simple tool that prompts you to consider three aspects of any problem.


1)   THE CHALLENGE is the core issue you want to address.  Drill down hard on expressing what it is.  There is some dreaming required; however it’s anything but a dreamlike discipline.  Stating one’s Challenge is a structured approach to target-setting.  There’s just one rule – you have to do it in 120 words or less.

2)  THE SITUATION comes next.  It’s the reality check.  If the Challenge incorporates wishes and aspirations, the Situation is gravity – that which brings you back down to earth.  Here, we put research to work to take stock of the way it is in your world (and the world in general), from 4 situational points of view – Audience, Culture, Marketplace and Engagement.

3)   THE ESSENTIAL TRUTH is where magic happens.  Here, at the heart of the process, we consider the interwoven threads of our research and analysis from every possible angle, while holding the Challenge firmly in view.  And we wait – you and I.  There’s something very simple – very primal – to be discovered.  It’s a core truth. An insight.  We’ll find it.  And when we do, solutions will present themselves naturally.

The Challenge, the Situation, the Essential Truth.  It’s been suggested that the human mind naturally breaks complex concepts into threes to understand them better.  The Venn diagram is a good example, and is the visual template iPrimate uses for the Truthtych.