In Not a Playbook, writer and strategist Andreas Tzortzis explores how brands can grow without sacrificing integrity, told through the story of WeTransfer—a company that became a beloved brand (and even won an Oscar) by prioritizing creativity, trust, and long-term thinking over marketing trends and algorithms. Featuring insights from co-founder Damian Bradfield, as well as artists like FKA twigs and Riz Ahmed, the book unpacks how entrepreneurs can build something that resonates, not just sells.

Andreas Tzortzis is a former journalist who has written for Newsweek, Monocle, and The New York Times. For the past 15 years, he has worked in brand strategy and storytelling at Red Bull and Apple, and with clients through his consultancy, Hella. He lives in Amsterdam with his family, where he also writes the Brand New Story newsletter.

Damian Bradfield is the co-founder of WeTransfer and author of The Trust Manifesto, Algorithmic Reality, and the upcoming young adult novel Caro Carrowack.