✅ Brand
Approve the small deal before the moment arrives
Nathan Chan’s DUDE Wipes story: an NFL player’s touchdown celebration went viral, and Ryan Meegan signed him for $3,500 within minutes, before anyone else had finished a meeting, and the deal earned national coverage worth many times the fee. The lesson isn’t the stunt but the readiness: the brand had decided in advance that it was allowed to say yes fast. Speed to the moment beats budget for the moment.