WN09: Matt Burns on starting and agency, going global and presentation as an artfrom

This week I sat down with Matt Burns, co-founder of the world-renowned beverage design agency Thirst.We went right back to the beginning — meeting over a pint at the Velvet Elvis in Partick, Glasgow after Matt answered a Gumtree ad straight off the boat from Australia, to making the single most effective spreadsheet in design history (cold-emailing 44 Scottish breweries and getting one life-changing "yes").Matt opened up about partnering with marketing specialist Chris to form Thirst, what it really takes to grow a design team from solo on-the-tools to 17 people, and the massive undertaking of redesigning iconic Scotch brand Bruichladdich (including cutting CO2 by 65% and introducing a world-first paper pulp wrap).Plus: Metallica karaoke, dealing with creative block by talking to walls (or HMRC letters), and a Heavy Dessert deep-dive into finding the sweet spot between specialism and generalism, why great work doesn't get bought if you don't believe in it, and why design schools never teach you how to sell.Topics covered:• Moving from Sydney to Scotland and starting over• The cold-email spreadsheet that built Thirst• Creative + Business partnership dynamics• The Bruichladdich redesign & sustainable packaging• Bingo Wheel of Wisdom curveballs 🎡• Heavy Dessert: Specialism vs. generalism & the art of selling creative work_Get the new pod merch at: www.wiselove.shopThis episode was brought to you by WiseLove Studio.