The Evolution of No Baselines

When I first created No Baselines, its roots were in sports, built around the idea of playing beyond boundaries and refusing to be confined by safe lines of convention. That spirit has remained constant, but over time the description of No Baselines has evolved to better reflect what we have been exploring: excellence and exceptionalism that extend far beyond athletics, augmented by my equal fascination with how excellence is pursued in business, creativity, and leadership.

Inspired by the words of former U.S. Senator Robert F. Kennedy, “Some men see things as they are and say, why; I dream things that never were and say, why not,” No Baselines has become a platform for examining how individuals and organizations achieve distinction by questioning assumptions and pursuing bold alternatives.

I’ve written about Steve Jobs, whose vision fused technology, design, and risk-taking; the creative genius of the Beatles and Bob Dylan, whose experimentation reshaped culture; Warren Buffett, who exemplifies independent thinking and disciplined conviction; and the Four Seasons, whose culture of service elevates hospitality into an enduring art form.

These examples reveal a common thread: excellence is not about following templates but about building systems and approaches that endure. What began with a simple metaphor in sports has grown into a deeper inquiry into how greatness is built, how cultures of exceptionalism are sustained, and how creativity fuels lasting impact. For me, there are no fixed lines, no predetermined paths, only opportunities to redefine what excellence can mean.