01 1. Hypothesis: We are all the same inside. 02 2. Hypothesis: Fun can always last longer, as long as you drink light beer. 03 3. Hypothesis: Nothing gets in the way of Pride. 04 4. Hypothesis: Masculinity doesn't need a lecture, it needs a laugh. 05 5. Hypothesis: There aren't that many places in the world where you can just be yourself. 06 6. Hypothesis: Music moves us closer. 07 7. Hypothesis: Real life is messy. 08 8. Hypothesis: Google Search data paints an accurate picture of what we're all into. 09 9. Hypothesis: You're not in control of your brand, but you can make friends with the ones who are. 010 10. Hypothesis: When you treat homeless artists like artists, they feel like they finally have a place where they belong. 11 11. Hypothesis: It takes no more than a simple story for a stranger to feel familiar. Even if the story is made up. 12 12. Hypothesis: Brand Strategy needs a new strategy. 13 13. Hypothesis: Magic only happens when logic is broken. 14 14. Hypothesis: There's a fine line between banality and wisdom. 15 15. Hypothesis: Creative Strategy is a continuous battle between the precision of poise and the release of chaos. 16 16. Hypothesis: Most strategists pretend to be rocket scientists, when they should actually be just rockets. 17 17. Hypothesis: There's no sincerity like irony. The world lacks ironic brands.