Ding Dong

Jamie took a chance when he hired me. On paper, I didn’t have the traditional qualifications to be a Chief Marketing Officer. At the same time, I knew I didn’t want to be a Chief Creative Officer either—largely for self-aware reasons. I wanted to be closer to the decisions that truly shape and grow a brand, not just the outputs, but the direction itself.

It became a negotiation of trust and ambition. Ultimately, Jamie put his faith in me to guide the brand and to put my education—formal and experiential—to work.

That education began at the University of the Arts London, where my teachers introduced me to creative leadership and taught me how to think conceptually. They instilled the ability to see beyond execution—to frame ideas, systems, and narratives—and to understand creativity as a form of leadership, not just expression.

That foundation was sharpened by exceptional mentors throughout my career. Nathan McGuinness at Asylum taught me the power of hiring well—bringing together world-class talent from around the globe to build one of the leading post-production studios in Los Angeles. James Vincent taught me how to lead through strategy, planning, and brand building during his leadership of Media Arts Lab and Apple. His lessons were drawn directly from Steve Jobs, and that influence flowed through him to me.

Earlier in my career, Bob Dawson—a prolific main title designer—taught me the fundamentals of storytelling: the discipline of working toward perfection, the importance of presentation, and the responsibility of creating work that stands the test of time. From him, I learned that craft, clarity, and narrative are inseparable.

Together, my teachers and mentors shaped how I think about leadership, creativity, and brand stewardship—not as a title, but as a responsibility to build something enduring, with intention, clarity, and belief.

Every job is an education, and every person you meet becomes a mentor in some form—good or bad. You learn as much from those you choose not to emulate as from those you admire. During my years at Ring, Jamie taught me a great deal, much of which is captured in the narratives of this book. It’s an education without hyperbole—a grounded, honest account from someone who stitched together the lessons he learned along the way into meaningful outcomes. There’s no formula here, but there are patterns—traits and instincts that will feel familiar to anyone who has studied founder journeys. I carried those lessons forward, translating them beyond my career and into how I approach leadership, decision-making, and life itself.

Simon Cassels

Chief Marketing Officer / Chief Brand Officer

https://simoncassels.com
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Where Is Our Dongle?