You don’t.

Because “best” implies a race. A winner. A finish line.
And creativity doesn’t work that way.

The moment you try to be the best,
you start chasing outcomes.
You move faster. Push harder. Perform louder.
And without realizing it,
you squeeze out the very thing you’re trying to protect.

This week, a dream came true.
For Paradiso, we wanted to work with the best in the game.
So we asked the best. 

Héctor, Bea, and I spent four days inside DixonBaxi.
We met with the whole team (54 people). 
Not watching from the outside,
but living inside their rhythm.

And here’s what surprised me most:
They’re not just great at what they do.
They’re generous while doing it.
Positive. Patient. Present.

There’s no ego in the room.
No one trying to sound smarter.
No one guarding ideas.

Instead, there’s openness. Warmth. Trust.
A genuine belief that everyone is there to make the work better, together.
Everyone is equal.

Over the years, we’ve sat down with many studios.
Top studios. Young studios. Great studios.

Most of them move fast:
Brief → Concept → Delivery → Repeat.
It’s about output. Timelines. Efficiency.
Shiny ideas. 

But at DixonBaxi, we felt something else.
A different rhythm.

Not slower.
Just more human.

Unhurried.
Attentive.
Emotionally present.

What we experienced wasn’t pressure.
It wasn’t brilliance squeezed out of process.
It was space, held by people who care.

Space to think.
Space to not know.
Space to feel something.
And most of all, space to feel safe enough to contribute without fear.

That doesn’t happen by accident.
It’s culture, by design.

Most studios focus on what they make:
The outcome. The deliverable. The reputation.

DixonBaxi focuses on how they make it, 
and who they become in the process.

That’s what sets them apart.
Not just creative output.
Creative culture.

And because of how they work,
the work is outstanding.
Not because of pressure, 
but because performance happens naturally.

What we all can learn from DixonBaxi:

You don’t become the best by pushing people harder.
You become the best by creating an environment
where people feel seen, safe, and supported enough to do their best work.

Because when the emotional tone is right,
when positivity, generosity, and trust are present, 
the work doesn’t just get done.

It gets better.
Deeper.
Real.

And that’s what makes it last.

Thanks to Aporva, Simon and the whole team ad DixonBaxi for inviting us into their world. 

Marko

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