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Ethos

Think and exist unstandard to achieve excellence.

We must think and exist unstandard, so the world can elevate its standards.

Unstandard thinking is a philosophy and mindset that promotes a deep perspective, creative ideas, and innovative approaches to problem-solving and decision-making that go beyond simply thinking outside the box. It encourages individuals to question and challenge the very existence of the "box" and to embrace obstacles and difficulties as opportunities for growth and mastery.
Through unstandard thinking, an individual is guided to anticipate needs, exercise foresight, and create solutions that are not only innovative, but also have a positive impact on people, businesses, the planet, and our shared future. Ultimately, unstandard thinking aims to facilitate success, longevity, and a sense of essentiality in any area of endeavor an individual may pursue.

Think Unstandard

Break the mold. Conventional is your enemy. Inspire by defying expectations.

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Exist Unstandard

Be yourself unapologetically. Authenticity is your edge.

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Create with Care

Each pixel, each stitch matters. Put your soul into your work, quality isn't an act; it's a habit.

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Impossibly Ambitious

Aim for the moon. Even if you miss, you'll redefine the sky.

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Nurture the Future

Solve tomorrow’s problems today. Legacy is long-term. Forward-thinking future-proofs your impact.

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Worthy Pursuits

Chase what matters. Make your time count.

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Orchestrated Action

Strategize, then execute. Every move should be a calculated step.

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Immensely Authentic

Honesty is magnetic. Pull people in by being real.

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Intrinsically Purpose-led

Know your 'why'. Let it guide every action and decision.

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Remarkables

Don't just stand out. Become worthy of remark, be unforgettable.

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Let It Breathe

Pause. Reflect. A rested mind is a creative mind.

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Intentionally Foundational

Build the base strong. The skyscraper will follow.

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Act

Don’t wait. Steps create paths. Every journey begins with the decision to act.

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Allow Space

Respect boundaries, in design and dialogue. Space allows people and ideas to flourish.

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Shepherd

Open doors; don’t just walk through them. Create opportunities, not just for you but for others.

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Impact

Make a dent. Don't just produce; produce change. Strive for designs that don’t just radiate but truly resonate.

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Voice

Simplicity reigns. Over-design is noise. Let your work speak clearly.

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Give Roses

Celebrate others victories. Recognition fuels drive, and shared successes multiply.

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Embrace Autonomy

Trust breeds excellence. Empower your people, and multiply your output.

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Champion

Be the hero of your narrative. Stand for something, your cause defines you.

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Reframe It

See the obstacle as the path. Problems are just unexplored solutions.

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Foresight

See the unseen. Make it your blueprint.

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Signals

Design is always a response. Insights exist everywhere, watch patterns, read signs. Respond in fashion.

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Systems

Build frameworks, not just goals. Structure scales.

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Longevity

Think in decades, not days. Quick wins aren't victories. Trendy is temporary, quality lasts.

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Progress

Evolve or expire. Keep iterating; there's always a better version.

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Add Value

Don’t just decorate, elevate. Make every decision count.

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Listen

Two ears, one mouth, use them in that ratio. Be a sponge, absorb everything. Your greatest teacher is your last mistake.

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Five Percent

The last 5% makes all the difference. Excellence is in the details.

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Make it Lovable

If it doesn't evoke emotion, it's just a thing. Love isn't a 'nice-to-have,' it's a 'need-to-have.'

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Output

Results speak. Make sure yours are fluent.

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Ship

Build it right the first time. Get to 75%. Launch. Then, refine to 100%.

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Results

Ends justify means. Impact validates. Success is success however it’s achieved.

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Trust Yourself

Your gut knows. Silence the noise — listen to yourself.

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Be Childish

Keep the wonder alive. Adulting can kill creativity. Never lose your childlike fascination.

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Lead Proper

Leadership is earned, not appointed. Inspire by example. Be the cheerleader, the critic, the mentor. Empower everyone.

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Hands Off

Let go. Autonomy breeds innovation. Control stifles.

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Find The Good

Optimism is a strategy. Pessimism is a roadblock. See the good, and watch it grow.

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Signature

Own your craft. Leave your mark. Your work should be unmistakably yours.

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Top Floor

Lift others up. The view's better together.

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Culture

Culture isn't perks, it's people. Build a community, not just a team. It's your brand's heartbeat.

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Rebellious Curiosity

Complacency kills. Ask why until you understand every angle.

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