Paperback Publication for DixonBaxi
The anti-playbook: DixonBaxi wrote the messy truth of agency life.
The Work Between the Work is a 294-page paperback by DixonBaxi founders Simon Dixon and Aporva Baxi. It shares candid lessons on creativity, leadership, resilience and building a lasting creative agency over more than two decades.
Insights
- Rather than offer a neat how-to formula, the book describes how agency life actually feels: messy, disjointed, emotionally volatile, and full of tension between care, ambition, money, and energy.
- The book, The Work Between the Work, is a 294-page black-and-white paperback by founders Simon Dixon and Aporva Baxi, sized 20 × 13 × 1.7 cm, weighing 350 g, and released in an edition of 3,000.
- DixonBaxi presents the project as an honest account rather than a highlight reel, including difficult decisions alongside successes; Simon Dixon writes about taking work because the studio needed money and how a leader’s certainty can silence others.
- Creative Boom’s studio visit adds process details: the studio was nearing 60 people, lunch in the kitchen acted as a temperature check, unfinished work stayed on the walls, and open “campfire” sessions started by asking what the team had won.
- Simon Dixon’s quote frames the philosophy behind the publication: “The hard part of running an agency isn’t avoiding mistakes. The hard part is staying honest enough to see them, strong enough to change, and open enough not to let them harden you.”
