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 1, 2010


I have beliefs.  HeaA geometric diagram that presents a theoremven knows they’re passionate (as many people with whom I’ve worked will attest:)  My wife calls me a ‘drama queen’.  And I am.  You want creative communication that’s dramatic, and will turn a few heads?  I’m your man.  You want something that fits comfortably within the norms.  Talk to Norm.

Like most thinkers, I’m full of theories and theorems.  You can gather many of them from my writings here.

THE 99 THEORY  This is a primal theory about relevance – an innocuous word that has huge implications when it comes to communication – particularly in a world that is flooded with too much information. 

WHERE YOU COMIN’ FROM? My baseline theory on Content Marketing is about putting your best foot forward on the path to where your customer lives. 

THE B.S. THEORY  This theory is slightly cynical, but eminently practical. Fundamentally, bullshitting is about saying you can do more than you’re actually sure you can.  People can respect that.  

TEN REASONS IT’S CALLED iPRIMATE  Well, it has to be said, doesn’t it? It’s central to the philosophy – possibly a little more facetious than the average ‘what’s in a name’ document. No less important, though.

NOT ART FOR ART’S SAKE   For business’ sake, iPrimate creates art with a small ‘a’.  It has a lot to do with oiling the wheels of business with creative communication. 

THE TRUTH ABOUT @© AND iP  This is the philosophy behind the philosophy.  Creative communication is the outcome, but it all stems from my own Essential Truth.