Working with Howden I developed an idea that would capture the spirit running through its business. It has since developed into an internal mantra, a central organising thought and probably a host of other industry terms. Ultimately, it’s something very simple. The idea is showing up like no other. It wasn’t my idea really, it came about from listening to David Howden, Louise Cable-Alexander, Marion May, Atif Mahmood and Howden’s people speak about their business, and then packaging those ideas up into something that galvanises and inspires. The film is an articulation of this idea. Since then, it’s been the starter of 100s of conversations, formed the backbone of several major strategic briefs and countless projects. As Howden looks to expand to 40,000 people by 2030, it will serve as a guiding idea to underpin everything Howden does.