The Richards Way.

Caitlin Moran interviewed Keith Richards in 2010.

The interview was good and I mulled on it recently.

I thought it had four interesting insights for brands.

1. Stay awake longer:

When asked if he regretted taking heroin he said no ”there was a lot of experience in there…and if you stay up, you get the songs that everyone else misses, because they’re asleep”. No, don’t take heroin but stay awake for longer (metaphorically like). You’ll get to hear songs everyone else misses.

2. Be a clever thief:

Richards was born in Dartford. It was a place he describes, where ”everyone’s a thief”. The Stones, in turn, robbed well established music genres (black and blues) and transformed them. Saw them in a new light, with a new slant. They were artful thieves. Be a clever thief.

3. Focus on the mysteries:

He’s still mystified by Anita Pallenberg, who he had an affair with while she was with Jagger. Moran suggests because as an artist, there’s nothing to say about the people you love and understand, to which he says “yeah, you’ve got nothing when it’s all understood”. Too often, we deal with the clear. Things that are universally understood. The norms, the givens, the status quo. It’s boring. Focus on the mysteries. Richness awaits.

4. Nothing happens until somebody cares:

Finally and most powerfully he says at the end of the interview “I had to invent a job, you know. There wasn’t a sign in the shop window, saying “Wanted” Keith Richards”. Nothing happens until somebody cares and nobody makes your mark but you.

He’s 75 now. He defies conventional medical wisdom, which would have had him in the grave. He’s lived free, fully and most of all he’s lived his way.

The Richards Way. Rock on 🤘.