1

Hunger separates great thinking from the good. Familiarity dulls ambition and comfort kills bold strategy.

To create real value, strategy must be original — born from audacity, fuelled by hunger, and obsessed by a desire to unlock disproportionate change.

It pays to Stay Hungry

2

Why would a group of advisors call themselves fools?

Because the best strategy starts with humility — the willingness to discard tired assumptions and challenge received wisdom.

It’s only by letting go of what we think we know that we make space for deeper, more original thinking.

It’s smart to Stay Foolish

3

We chose the jester for our logo because, historically, they were the only ones who could speak truth to power.

Unbound by hierarchy, jesters delivered sharp, unfiltered insight — cutting through groupthink, challenging orthodoxy & provoking progress.

It’s bold to Ask The Jester