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


THE CHALLENGE: To celebrate Microsoft’s commitment to Canada in a corporate image piece that was simple, sincere, and appropriate for all audiences.  The point was to curry favour with the “powers-that-be” in the Canadian government, who tend to view Microsoft in Canada as a U.S. company that has U.S. interest, siphons off our cash and sends it all back to Bill Gates.

THE SITUATION: There’s no shortage of case studies and marketing communication that champions Microsoft Canada’s role in the business and technology environment, but not very much that captures the Canadian ‘spirit’ of the company, and what it contributes to Canadian life.


Handwritten text - Connect

The truth is that iPrimate came up with a cool, little book that’s accessible and inspirational (very un-Microsoft!).  The stories in it are people-focused and a little quirky -  telling tales about how Microsoft has made a connection in the lives of Canadians from all walks of life.  The photography in it (by Paul Perrier) is expressively human.

Here’s the final book as you might see it sitting on your favourite wicker chair!

The Power Of People - Cover Shot

And here are 10 sample pages of the 41 in the book (actually, there were 82 pages – 41 English, 41 French):

The Power of People - Introductory PageThe Power of People - "I may look ordinary" pageThe Power of People book - Home Computing pageThe Power of People - Left half of Digital Divide spreadThe Power of People - Right side of Digital Divide spreadThe Power of People - "Timothy's Triumph" pageThe Power of People - "Green Thumbs Up" pageThe Power of People - "Timbec Team" pageThe Power of People - End page