It started years ago as a case of “Doctor, take your
For over a decade we were heads down, building
and launching nearly a hundred brands into the
world. But what we hadn’t done was thoughtfully
and truthfully articulated our own brand.
What does West stand for? What were the values
that we held ourselves to?
Working with founders, CEOs, boards, and in-house
marketing teams to help them reach their creative
and business potential, the first West brand value
was an easy one: “Truth-Telling.”
Truth in today’s world can sometimes feel
subjective. In business, it is something pursued
cautiously and selectively at best. Never let the truth
get in the way of a good story—even if the core of
the problem remains long after the work is done.
That way of doing things just wasn't us.
Dealing, as we do, almost exclusively with
early-stage-growth businesses, getting to the core
of an issue is not just a moral prerogative but
paramount for the survival of any company. We have
to go there, even if there feels uncomfortable or we end up talking ourselves out of a job.
But in a world of spin and alternative facts, having
a truth-telling mindset can actually be exhilarating
and refreshing. Truth, after all, can be the strongest
So we decided to dedicate the first issue of West of
Everything to the notion of truth. Our goal was to
compile a series of op-eds, interviews, and art that
would explore the ways truth—and being a
truth-teller—can make us pause, adjust, and,
hopefully, do better.
In the pages ahead (written, designed, and
compiled by the team at West), you’ll hear from
thinkers, creators, and leaders who are at the
forefront of technology and culture as they reflect
on what it means to find, challenge, and explore
Our goal is less to weigh in on the conversations
that the internet is already having, and more to
share a little of what we’ve learned and, like all
good brands, make you think and feel something.
Let us know what you think. And thanks for being a
friend of West.