The Idea

It’s not what you say that matters, it’s what you do.

We have a simple belief that what your business does is far more important than what it says it does.

Callan and Co is a specialist strategy, innovation and go-to-market firm. Our mission is to help businesses create unbeatable competitive advantage through smart applied creativity.

We’ve been fortunate to work with some inspired and innovative companies over the years who’ve allowed us to develop new ways of thinking about business. To experiment and validate different ways to deliver experiences, engage audiences and drive value. As a result, we’ve been able to eschew the idea that the best way to sell a product is to tell your customers what to think about it.

Instead, we firmly believe that a brand should speak for itself through it’s interactions with customers. Interactions driven by an authentic brand vision and user-centric thinking.

In essence, this means thinking holistically, rather than just a bunch of isolated campaigns. Of creating a world for your brand where you focus on many things that don’t necessarily seem to be about marketing or advertising, but in fact are essential to both. From the products you make to the customer service you deliver, everything influences the perception people have of your brand.

Ultimately, developing meaningful brands that drive business results requires a different way of thinking. It’s an approach we call “do!”.


The Power of Do

The power of do can be summed up in three simple words: don’t say, do. It’s an idea that seems obvious once you realise how relevant it is to your business. An idea that is perfectly in tune with the demands of a rapidly changing world.

Think Bigger Poster - Yes Please


Harvard Business Review

“Laird Hamilton is my hero. He’s not only one of the world’s best big-wave surfers but he also created an entirely new category within the sport called tow-in surfing.

The innovation came about because Laird aspired to surf a deepwater reef break on the north shore of Maui called Peahi, or Jaws, where waves can reach 120 feet high. Normally humans can’t paddle fast enough to catch waves even half that size. So Laird gathered some friends and used jet skis to transform surfing into a team sport. In tow-in surfing, one person mans a jet ski and slingshots the surfer into the wave. A third person mans a second jet ski, standing by to rescue either person.

Having grown up in Hawaii, I have the utmost respect for Laird as a waterman. But as a growth strategist, I really respect his ability to create a new category within his sport. While I’ve helped many clients grow their products, brands, and overall businesses, there is nothing as exhilarating as helping a company create an entirely new category.

Category creation goes beyond innovation, in that the new category shares roots with its original product class but delivers such exponentially better benefits, experience, and economics that the new category graduates from its original product class. Another telltale sign of category creation is that it comes with a distinctive business model and profit model.”

Eddie Yoon
Harvard Business Review




About Us

Whatever you’re thinking, think bigger.

Some of our current projects.

You are what you do, not what you say you’ll do – C.G. Jung

General Enquiries

Telephone +61 3 9589 7722

Postal Address

Callan & Co
GPO Box 2087, Melbourne, Victoria 3001 Australia


Business Enquiries

Contact Daniel Callan on +61 412 510 759 or email

Contact Us

To get in touch with us via email, send us a quick message using the form below.


You Made It

Still bored?

Cover video: Jordan Wolfson – Female Figure, 2014
David Zwirner Gallery, New York