Be the driver, not the passenger | Dave Buonaguidi | TEDxUniversityofHertfordshire

Dave Buonaguidi has spent 35 years working in advertising and during that time has founded several challenger brand companies: St.Luke's, 4Creative, Karmarama, Two Fingers Brewing Company and most recently Unltd-Inc, where he works with, advises and invests in start ups, helping them with strategic direction and clarity of mission. Unlike a lot of 'entrepreneurs', the thing that drives Dave is not creating money, but creating meaning and legacy and having a good laugh along the way. Life is too short to spend it doing things that are unfulfilling and make you unhappy, and he talks about the need to be in control of your own destiny, but more importantly making sure that you do so with your vision and values intact. Dave is also an accomplished artist, selling his work in several galleries and his book, Farting and Chewing Gum will be published at the end of 2018. Dave Buonaguidi has worked in advertising for over 30 years, founding St. Luke’s, the first advertising co-operative of its kind; labelled as ‘the most frightening company on earth’ by the Harvard Business Review. Dave has driven himself on the basis that ‘creativity is a wonderful curse’, and that has to be harnessed in order to fulfill the full potential of the individual; and as a part of a collective. As a creative advertiser working with untypical materials, Dave’s experimental approach in achieving extraordinary results will be channeled in his talk. Inspiring audiences to be proactive and take the reigns, in order to guide their career-path, Dave’s talk will be relevant to anyone who has an idea or has had an idea but doesn’t have the reason for why they should execute it. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at