Too many business magazines are aimed at people who no longer exist: dealmakers in sombre suits who sell each other widgets in smoke-filled rooms. Second-hand car salesmen with ambition, insurance clerks who got lucky.
But business is not what it was 50 years ago. Hell, business isn't what it was five years ago.
Today the business world is ruled by mavericks, in the classic sense of the word. Mavericks are unorthodox and independent-minded. They have more faith in their own abilities than in accepted wisdom. They live for challenge as well as achievement. They get things done with a merry two-fingered salute to red tape.
Maverick is a business magazine for this generation of business people. It understands that the rules change every day, that knowledge is far more than data and that boring does not equal informative.
In part the magazine is defined by what it is not. Maverick is not a magazine of record. It is not a regurgitation of past events. It is not an advertorial showcase for companies willing to pay.
That leaves it free to be what every publication should be: pretty, witty, cynical and, most of all, useful. Because any business magazine should make its readers better business people. It can't do that if the magazine is bought but not read, as is so often the case, or if it simply reflects an industry back at itself.
At Maverick we believe the high technology sector can learn valuable lessons from mining and that agriculture can hold insight into high finance. By making each article interesting and accessible we believe this cross-polination will make our readers stronger, better, faster.
We also believe that artificial divisions between work and play are often overblown. For mavericks work is fun, but relaxation is also important to prevent burnout. Adventure getaways can provide inspiration for new business ventures; workplace recommendations can provide the perfect venue for a romantic getaway.
That also means that Maverick straddles the shrinking gap between home and office. Reading it behind your desk (feet on the table or not, as per personal preference) will not raise eyebrows, but neither will it be out of place on the coffee table. We can't guarantee that the kids will read it, but if they do you'd better be prepared for allowances to be leveraged into corporate empires.
Maverick brings together a collection of outstanding writers and photographers who have, to date, not had an outlet for their best work. It ruthlessly exploits their enthusiasm to create a publication that - shockingly - does not sacrifice good looks just because it is supremely informative. It then sells this package to readers who are desperate for what it offers. If anyone has a better business plan we'd love to hear about it. M