In an opinion piece for Mediaweek, Tom Cumberworth, who recently assumed the role of Head of Investment at Innocean, reflects on the rapid changes in the media and investment landscapes. Cumberworth notes that the traditional 'playbook'—the set of established strategies and practices that once guided decision-making—has become outdated. He suggests that the pace of change in the industry, driven by technological advancements, shifting consumer behaviors, and evolving market dynamics, requires professionals to adopt a more fearless and innovative mindset. Cumberworth draws on his own experience as a newcomer in various roles, emphasizing the importance of adaptability and willingness to challenge the status quo. He encourages industry professionals to move beyond comfort zones, experiment with new ideas, and prioritize agility over rigid adherence to past methods. The article highlights the necessity for organizations and individuals to rethink their approaches in order to remain competitive and relevant in a rapidly transforming environment.