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.