What Matters to Peter Sayn-Wittgenstein

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Debbie Millman has an ongoing project at PRINT titled “What Matters.” This is an effort to understand the interior life of artists, designers, and creative thinkers. This facet of the project is a request of each invited respondent to answer ten identical questions and submit a nonprofessional photograph.

Peter is a co-founder of Big Day, a branding and campaign agency in San Diego, California. Peter used to write television shows but made the move to advertising because he wanted fewer egos, less politics and better snacks. One out of three ain’t bad.

What is the thing you like doing most in the world?

Being lazy. There’s nothing better than eliminating all expectations of achievement and just lazing on my couch or taking a mid-afternoon nap. A well-earned laze is peak living.

What is the first memory you have of being creative?

My book reports in elementary school tended to involve costume changes and extras.

What is your biggest regret?

At a Duty-Free in Heathrow about 20 years ago, I had a 10 kg Toblerone in my hands! I convinced myself that it was impractical and too expensive. That was the last time I ever let logic get in the way of chocolate.

How have you gotten over heartbreak?

I don’t think I’ll ever get over Macho Grande.

What makes you cry?

Television series finales. It doesn’t even have to be a show I was a huge fan of. Those little cutaway interviews they run during the final credits always get me. It’s closing the door on something that will never exist again.

How long does the pride and joy of accomplishing something last for you?

Probably about three hours chopped up in 10-minute increments over two-and-a-half weeks.

Do you believe in an afterlife, and if so, what does that look like to you?

Whoa. I don’t really think about it much. But I suppose I’d like to believe that the Far Side has it mostly right.

What do you hate most about yourself?

I always buy pants that get tighter and tighter over time.

What do you love most about yourself?

I understand the importance of making big bets.

What is your absolute favorite meal?

If pizza isn’t everyone’s favorite meal, then we’re all doomed.

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