Arjen Klinkenberg has a wobble: Tony's Chocolonely Creative Director & Brand Guru on creative disruption for start-ups

In this episode, host Ben Norman is joined by ‘that guy thatbuilt that Tony’s brand’ - Arjen Klinkenberg (or ‘Klink’ as he is known) - who created the first Tony’s Chocolonely wrapper design in just 10 minutes and gave up his day job to join the ‘impact-first’ chocolate business as Creative Director and Brand Guru for almost 20 years, before setting up his creative brand consultancy ‘Klink’ earlier this year.Klink and Ben discuss creativity in unexpected places, why small disruptive start-up teams need a shared idea of where they want to go, if they want to be the ‘mosquito in the room’, and why having no idea what you’re doing, can be the biggest advantage of all.Ben asks Klink about the balance between personality and purpose, before Klink makes the case for the execution of shelf wobblers in an unexpectedly impassioned rant, and the return of novelty and nonsense in your product and communications.Finally, Ben’s brother admits to some undeclared corporate benefits, Klink swears a lot and Ben talks about penguins.