Oatly's Upside-Down Approach to Saving the World

John Schoolcraft learned copywriting the old-fashioned way—by writing the entire 1997 Ikea catalog, by his estimation, 15 times. That instilled in him the fundamentals, and as Oatly’s chief creative officer, John continues to preach the value of doggedness and going deeper into a project than you thought possible. Combine that with a healthy disdain for best practices—he prefers looking at things upside-down (sometimes literally)—and a grand vision for saving the planet, and you have a recipe for some potent creativity indeed.