Tuğhan Garip — Strategy, Communication, Design

What did you let go of
when things got better?

Most companies do more
to grow.

The ones that grow
have usually let something go.

For 25 years, I've been alongside companies
finding their direction.

Not by doing more.
By removing the excess.

Turkish Airlines flew to more countries than anyone.
How many countries, how many routes.
We looked together.
It wasn't about flying. It was about connecting.

At Mavi, it wasn't about denim.
At Coca-Cola, it wasn't about the shelf.
In all three, the real question was somewhere else.

I don't start with the brief.
The brief is usually not the problem — it's the symptom.

First, we look together.
Then you decide.

Most of the time, it's not the answer that's missing.
We're answering the wrong question.

Answers become habit.
Questions never do.

Direction isn't found at the table.

It can't be handed to technology.
It emerges through making.

Everything done in the wrong direction is noise.

Anyone can produce.

Without direction, production is clutter.

I started with design.
An idea begins when it becomes real.

If everyone's nodding in the meeting,
nobody's thinking.

The meeting ends.
The elevator.
Silence.

Good teams do the wrong things well, too.

The right question doesn't feel comfortable.
If you're comfortable too quickly, it's the wrong one.

Every communication writes a debt to the future.