Introduction: Who Do I Think I Am?

Who do I think I am?

It’s a fair question—who do I think I am to write a book on not being precious? It’s tempting to list off my résumé, but here’s the thing: no matter how I try to word it, it just ends up sounding like bragging. You know how it goes—whether it’s a back cover blurb, a website, or a publicist laying out the stats, it’s all the same: “He’s directed close to 1,000 music videos, made feature films that hit the box office, worked with billion-dollar brands…” And sure, all of that is true. But let’s be real—those accomplishments might sound impressive on paper, but if I wrote them out here, it wouldn’t feel like it belonged in this book. It would feel like I was trying to prove something, and honestly, that’s not what this is about.

I’ve spent over 30 years doing what I do—by God’s grace—and that’s the part that matters most. The fact that I’m still here, still making things, still pivoting, still creating after all this time—that’s what I hang my hat on. Not the number of videos, films, or clients. For me, the real qualification for writing this book isn’t any particular achievement; it’s that I’ve had the freedom to keep doing what I do. That’s what not being precious is all about.

When I say “not being precious,” I mean having the ability to walk away at any given moment. It means staying true to what I want to accomplish and create. For me, not being precious is about freedom. It doesn’t mean everything’s going to be easy, and it certainly doesn’t guarantee more money or prestige. What it does offer is the ability to live and work on my own terms. It’s what has allowed me to take risks, explore new directions, and chase ideas that might not fit into someone else’s mold.

There are traps that come with being precious. When you start to value your reputation, your title, or your status more than your freedom, you become stuck. You’re no longer able to move fluidly through the world, and that’s a loss in ways you might not realize until you’ve given it up. This book is an insight into a different paradigm—one that I believe leads to more freedom, more adaptability, and more opportunities.

The world is changing, and so are the rules. The old gatekeepers are gone, and those who can let go of being precious will have more chances than ever before to explore, create, and develop ideas in ways that simply weren’t possible in the past. This book is for those who want to take advantage of that shift.

So, who do I think I am to write this book? I’m someone who’s been around long enough to know that being free to do the work you believe in—without being precious about it—might be the most valuable thing you can offer yourself. And that’s why I think this message matters.

But I don’t want to come across as a hypocrite. I could write an entire book about my failures, about my insecurities, about how much I dislike my work, or how it’s ruined my attitude, my time, and strained my relationships. I could go on about the deep, dark struggles that come with trying to live outside the box, about how often I feel like I don’t fit in. But I choose not to focus on that.  The truth is, I know I’m mediocre. I’ve always known it. Growing up, everyone around me was more talented, more educated, wiser, and, let’s face it, just plain better. That’s true in business too. But here’s the thing—I’ve learned that being mediocre, in a world full of talented people, I could have one advantage: not being precious. It’s the only edge I’ve ever had.

So, if you’re someone who’s precious about your talents, your strategies, your work, I’m happy for you. Truly, I think that’s incredible. I know there’s a place for preciousness in the world. I want my surgeon to be precious. I want my engineer to be precise. But I would argue that the business built around those precious skills? That needs someone who’s not precious. And that’s what this book is about. I hope that adds some clarity.