<ul><li>Ravi Amaratunga Hitchcock is the founder of Soursop, an agency based in Amsterdam, working with clients like Nike, Gucci, and UNICEF.</li><li>He is also a trustee of D&AD and shared insights on design, revealing his monograph title '10 Things I Hate About Me' and being inspired by new Nu metal for design.</li><li>In terms of leadership, he highlighted the importance of self-reflection from past brutal feedback, the need for design leaders to change their minds, and his concerns about Palestine.</li><li>A non-negotiable trait in new hires for him is curiosity and critical thinking, and he wishes more clients questioned existing norms and tried new approaches.</li></ul>

design/leader: Soursop founder Ravi Amaratunga Hitchcock

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