A complex world demands simplicity of thinking.

This need makes the demand for the right insight vital.

If the insight is true, and has that I never thought of it like that thing, then you’re off to the races.

Don’t start writing til the insight is right.

That’s how I keep it simple.

We live in Financial Times.

The Times was named as it covers the times we live in. The Financial Times cover the financial times we live in, so you could say, We live in Financial Times.
That’s how the conversation went in 2004. The line created the platform that won the pitch and created an award winning body of work.