"The more challenges that come my way, the more right it becomes," he says. "There is a time to just stack up experience and say yes to things that you're unqualified for." But then there comes a point where you have to have enough conviction to say no to things which appear incredible on the surface but would ultimately be a distraction away from the one thing,. So an agency is really you responding to demand. And this is the er, maybe the parting thought, is that process of moving from responding to demand and sort of chasing the market to generating demand and having the market chase you".