30 things at 30 - reflections from Tuscany

Jun

2025

As of today, any hopes of ever making Forbes 30 under 30 have been dashed.

But I *did* make it to 30, and I’m celebrating in Tuscany, so I feel like I'm still a winner.

Ten years ago I dropped out of uni to build what would become Topham Guerin. I never would have thought at the time that Sean and I would end up advising world leaders and leading a global creative agency.

So to mark the big 3-0, here are thirty things I wish I’d known then:

Work should feel like play. If it doesn’t, you’re doing it wrong.
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The biggest moments don’t always feel big at the time - when we did boomer memes and comic sans “Get Brexit Done”, we didn’t realise it would re-write the political playbook.
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The hockey stick graph has lots of wobbles when you zoom in. It’s not always roses and buttercups.
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It’s better for *something* to happen than for a perfect plan to never get off the page.
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If you’re growing in your career, by definition you will often feel out of your depth. Lean into it!
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When doing something ambitious, lots of people will have an opinion. Most of them can be ignored.
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Similarly: if everyone agrees with what you’re doing, it’s probably not bold enough.
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If I’d stayed at uni to finish my degree, TG wouldn’t exist. A certificate can be helpful, but isn’t always necessary to do meaningful work.
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A random coffee or after-work pint can turn into a major client or other new opportunity. Always take the meeting.
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Curiosity didn’t kill the cat. It built rocketships.
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You’re capable of more than you think is possible - it might just take time.
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There is basically nothing that a group of smart and committed people can’t achieve together. Just find the right people.
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You can build a good business with a smart idea. But building a great one is only possible with a co-founder that shares your vision, values and work ethic. Cheers Sean!
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What’s right isn’t always popular, and what’s popular isn’t always right.
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Depending on what you do, AI will either take your job, give you superpowers or (in some rare cases) make little difference. Work out which one applies to you and act accordingly.
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Some nights are for cheap Prosecco, others are for the 10yr old Bordeaux. Both are good!
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Health and productivity can go hand in hand - it doesn’t have to be one or the other (I learned this one far too late).
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A little is always better than too much or nothing at all. Try the cake!
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The brain is a muscle - exercise it daily.
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There is no such thing as “too many books”.
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My 1,592 day Dutch language Duolingo streak is more useful than the 5 years of French I did in high school. A little each day is better than a lot a long time ago.
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Running 500km sounds nuts. But 10km each week is doable, and even with two weeks off you’ll run 500km in a year. The same principle applies for any other big goal.
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Don’t set goals that are just about wishing for an outcome. Goals are achieved by creating & sticking to habits.
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Take time to reflect on each day, each month and each year. If you’re not where you want to be, that’s ok: just seek to understand why and what you can do about it.
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It’s exceedingly rare for things to go accordingly to plan, and that’s ok. If you set a direction and act with intention, you’ll get there in the end.
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Who you choose as a life partner is everything.
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On that note: my fiancée Mirjam Tavenier is always right.
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When working to a 9am deadline, getting up at 5am to smash out the final stretch is always a better option than working past midnight.
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If your calendar’s full of tasks, you’re leaving no room for the big-picture thinking that actually moves things forward. Both matter.
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If in doubt, take the leap.

Grateful for everything I’ve learned so far, and excited for everything I don’t know yet.

Big thanks to all that have supported, tolerated, indulged and challenged me on this journey so far.

Here’s to the next 30!

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