The profile shot is me tipping the last can onto the ground. People think it's a marketing pose. It isn't — it's the actual last one, filmed because if I documented it I couldn't quietly un-decide it later.
Vida's idea: turn the worst of it into the thing you're known for. Don't hide the climb, broadcast it. The bloke at the bottom of his own ladder doesn't need another polished success story. He needs to watch someone actually do it, sober, on camera, badly at first.
So that's the brand. Step One, in public, every day.
