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 16, 2010


Because… what sets us primates apart from other animals is our use of tools.  Initially, it was the physical characteristic of the opposable thumb and forefinger that made all the difference.  When we discovered we could grasp things, so much more came within our reach: a stick, a stone, a flint, a lump of charcoal etc. These mighty tools empowered us to supersede our all-too-animal limitations.  Eventually, brawn led the way to brain, and we started grasping things of another kind altogether – concepts, ideas and possibilities.  And that led the way to the mightiest tools of all – language and communication. These are the tools iPrimate puts to work.

Number 9Because… it’s easy to dismiss the court jester who monkeys around for the amusement of the lords and ladies at court, but there is often wisdom in his madness – a startlingly different perspective on reality. iPrimate relishes aping the role of the idiot savant, who may not have an MBA – and sometimes appears to be only a step or two up the evolutionary ladder of business – but who can stop you in your tracks with disarmingly accurate insights.

Number 8Because… “I pry, mate” describes a tenacious approach to the business intelligence and research employed while gathering the information required to deduce strategic, creative solutions.  You could liken iPrimate to a private investigator (British, of course).  As he’s going through your cheating spouse’s underwear drawer, he nods sagely to you, and says “I pry, mate”

Number 7Because … being small, smart and swift, iPrimate is a guerilla (sic) marketer.  Today, the pace of change is an elusive and transformative force in our lives, and must be met with agility and maneuverability at a moment’s notice. A guerilla attitude makes iPrimate part of the non-traditional marketing and communication revolution that has a healthy suspicion for the status quo.  Diminutive dissident it may be, but iPrimate has no fear!

Number 6Because … another interpretation of the word ‘primate’ refers to leadership – especially where beliefs are concerned.  The Dalai Lama is a primate in more ways than one, as is the Archbishop of Canterbury.  So, when it comes to beliefs about positive, inspirational communication, iPrimate leads the way; thereby being able to claim justly “I primate”.  It’s a verb.

Number 5Because… in our earliest days, most primates were quadruped tree-dwellers.  Homo sapiens bucked the trend and stood up on two legs, and it’s been quite a hike from there to becoming the upstanding hominids we are today.  iPrimate, however, still has a place in its heart for the tree-dwelling branch of our family.  There’s nothing quite like being ‘out on a limb’. From up there you can skilfully adopt a suitably precarious position, look down on the world bustling by, and get a very different perspective than the average ground-bound citizen.  That’s why Irefer to the iPrimate vision as “My View from the Trees”.

Number 4Because… the “i” in iPrimate can stand for so many things that identify it as a ‘different kind of animal’.  i stands for ideas. i stands for ideals.  i stands for identity (what some people call ‘branding’).  i stands for integrated – the only way to communicate and pass the test.  And i stands for inspiration, which is the kind of communication work we love the best.  There are many i’s to celebrate, but, of course, in the end it’s all about ROi.  iPrimate swears allegiance to this king of the business world today. I do.

Number 3Because … those who know a little Eastern philosophy will recognize the term “monkey mind”.  As you may imagine, it refers to a brain that’s active and full of insatiable curiosity, like a gibbering monkey swinging from tree to tree.  It’s difficult to get monkey mind to slow down and be at peace, but that’s not a bad way for a sustained thinker to be when intent on searching for a creative solution.

Number 2Because … primates have small bodies and long arms.  iPrimate is small in stature, but with a reach that’s as wide as the web.  Technology is the great equalizer that connects people and allows them to realize their mutuality.  iPrimate believes in technology. Among other things, IT breathes life into the iPrimate Network – an extraordinary and diverse pool of primates assembled from the creative gene pool.  It’s a connected group of talented individuals, united by the common purpose of doing great work.  For you.

Number 1Because … whatever else we are, we’re all primates.  The next time some snooty boardroom monkey in a stuffed shirt looks down his nose at you in a superior kind of way, take a peck of courage from the fact that he’s just a primate like you with the same hairy parts and jiggly bits.  50 years from now, we may not be so sure that everyone we meet is a primate; there may be bionic beings at the table, too.  However, for now, rest assured that i primate, you primate, we’re all primates… each one of us with equal claim to dominion on this planet, and some highly evolved talents to stake our claim.