In Not a Playbook, I explore how brands can grow without sacrificing integrity, told through the story of WeTransfer — a company that became a beloved brand (and won an Oscar) by prioritizing creativity, trust and long term thinking over marketing trends and algorithms. Created together with co-founder Damian Bradfield, with insight from artists like FKA twigs and Riz Ahmed, this book unpacks how entrepreneurs can build something that resonates, not just sells.


A fascinating, candid account by an entrepreneur who brings common wisdom and profundity to the world of business.
— Alain de Botton

Designed by Kris Pyda, Studio Pyda
Produced by Kris Latocha
Research & Editing by Alice Sweitzer
Proofread by Esra Gürmen
Art sourcing by Danielle Boelling

Brilliant and inspired.
— Gilles Peterson
WeTransfer’s success is born from the simple idea of moving files effortlessly. Not a Playbook tells how they became as successful as they did.
— Dame Stephanie Shirley