What went wrong
- The idea imposed from above: “I say, you do”. And if it fails, it’s the team’s fault.
- The PM seen as useless: “Creativity can’t have limits!”
- Eighty, ninety hours a week, and a room designed to make living at the office feel normal.
- The ethical concern raised by the team, ignored, then raised again by the client.
For readers of the book
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Go deeper
The guides on these topics, open to everyone.
For people who run projects
From brief to Statement of Work
Requirements, brief and SoW: who writes them, what they must contain, how to receive them. And when it makes sense to go beyond the brief.
For people who run projects
Creative pitches and presentations
From the team to the insight, from brainstorming to choosing the idea. And how to tell it: structure, slides, voice.
For people who run projects
Creativity, ethics and consequences
How to lead a creative team, who has the final say, and why whoever designs a project answers for what it does in the world.
For people who run projects
Leading a team, remotely too
Authority without authoritarianism, a climate where people do their best, the signs of a toxic environment, remote work.
← Case 01
Case 03 →
Quotations from the novel are translated from the Italian edition. Page numbers refer to the Italian edition.