In 2021 I invoiced someone €5,000 for saying "just be yourself."
They paid early. Wired the deposit before the call. The other half was in my account before the brief was signed. There was no brief. There were only three sentences, dictated over the phone, in a tone I now charge €25,000 to repeat.
That's when I realized something the consulting industry knows but doesn't admit: clarity is the enemy of consulting. Confusion is what gets billed by the hour. The longer you can keep a founder confused, the more the firm you work for makes. Most agencies have built nine-figure revenue lines on this principle.
Names are the cleanest form of clarity. So I started charging the most for them. And refused to charge for anything else.
"Some brands are built. Others are butchered."
- 1989
Born. Hamburg. The grandmother who said 'Mietz Mietz' was already saying it.
- 2008
First freelance job. €120. A logo. He still cannot draw.
- 2014
Hired by an agency he won't name. Quit before the trial period ended. The agency now lists him in its case study deck.
- 2018
Founded the studio that preceded MEATS MEATS. Closed it for being too understandable.
- 2021
The €5,000 invoice. The realization. The founding sentence: clarity is the enemy of consulting.
- 2023
First Tomahawk. €75,000. Delivered as a single A2 page. The client framed it.
- 2025
Stopped responding to LinkedIn. The waiting list extends past Q4 2026.
- Today
Sharpens. Eats. Invoices. Mietz, Mietz, Mietz.
He doesn't do branding. He serves cults.
Speaking, podcast appearances, and similar requests are forwarded to mietz@meatsmeats.com and almost always declined.
Brief the Butcher →