At the time, I don’t think I fully understood how rare that kind of education was. I was young, ambitious and probably too focused on where I wanted to get to next. But looking back, being inside that practice, learning directly from someone with that level of clinical experience, and seeing how dentistry really works from every angle was the best foundation I could have asked for. It shaped how I think, how Wise works, and why we understand practices in a way most agencies never will.

I never really reflected on any of this until Leah asked me to write an introduction for this brochure. And it clicked: this is our DNA. Transparency even when a campaign doesn’t land the first time. Humour, because life’s too serious already. An understanding that everyone, clients, team, patients are just trying their best to make something of their lives. It’s the New Year’s Eve calls from clients after a few brandies telling us we’ve changed their lives. It’s every member of Wise having real skin in the game through our intrapreneur model. It’s knowing we could grab a coffee or a drink with any of our clients and skip the small talk entirely. It’s the way our whole team understand dentistry, not just marketing. We’re talking bone density, ridge anatomy, perio health, occlusion pathways, treatment sequencing, even the realities of chair-time and lab turnarounds. We get how a practice actually runs, clinically and commercially so our marketing matches the real world.