Not a Playbook #1

Not a Playbook is the behind-the-scenes story of how WeTransfer built one of the most iconic and creatively driven brands of the last decade—without following the rules.

Written by WeTransfer co-founder Nalden on the eve of his exit from the company, this is not a manual or a step-by-step guide. Instead, it’s an honest, human-first account of what happens when you lead with values, not KPIs.

From Oscar-winning collaborations to its unwavering support for the global creative community, WeTransfer’s journey has always defied convention. This book unpacks the platform’s bold choices, creative risks, and unwavering belief that good ideas deserve good company.