Perception.
If you don’t shape it, they will.

Take a look at the triangle in our logo a little closer… did you notice that it is an impossible shape (as in, it cannot exist in real life)? It is called the Penrose Triangle, and it was first designed by the Swedish artist Oscar Reutersvärd in 1934.

It is only impossible to create as a solid object, but it is possible to exist as a drawing or idea. To us, the triangle represents that what is possible or what is impossible is irrelevant. What matters is how people perceive it.

The Penrose triangle looks like a real shape, but it isn't. This teaches us that we perceive what we see, not necessarily what's true or real. So perception is constructed. And what looks real is often just a mirage in your mind.

So does that mean we need to lie to the world? Absolutely not. That would be a disservice to yourself, and we wouldn't want that for you. No, this isn't about deceiving others. It's about understanding how our brains work. People make decisions, thousands of them every single day, with very little understanding of how they came to them. There's a lot happening in the background that we're not really conscious of. Part of it is how you look, how you make them feel, and the impulse decisions they make in milliseconds. If you're trying to sell them something, they've already sort of decided within a second of interacting with you or your brand. So if you position yourself to be what they need or expect in that moment, they're much more likely to choose you. It's not about misrepresenting what you do. It's about representing the best possible version of it, the one that lines up with what they need, or at least what they think they need. Wink, wink.