Make it smart. Make it beautiful. Have fun.
Baby Steps are for Babies, Not Brands. Be Amazing or Be Surpassed.
Managing brands is going to be more and more about trying to manage everything that your company does.
There's an independence to surfing, it's just you and the ocean. There aren't a bunch of rules.
Ultimately, if you are doing great work, the money will come.
If you are always trying to do something great and different and fresh, lots of them are going to be shut down for lots of stupid or good reasons, but you have to keep on trying.