What are the key principles behind Paul Rogers's CEO mindset approach?

Hi, I’m Paul Rogers from That Creative CEO. Love this question.

Here are the core principles behind how I think and operate as a CEO:

• Brand first, tactics second – I obsess over making brands unforgettable, then choose marketing plays that actually match that identity.
• Data + gut, not one or the other – I watch the numbers, but I’m not afraid to make a bold call that “doesn’t look right on paper” yet feels right for the brand.
• Make it a little weird – Safe brands are forgettable. I intentionally push creative edges without making it cringe (…well, usually).
• Build humans, not just revenue – If my team and clients win long term, the money follows.

Which of these do you want to go deeper on for your own business?