<<Re-cal-ci-trant>>

adjective: The choice to challenge the rules authority and the status quo. To think -and act- outside the norm. (Para-phrased)

As some of you know or may have guessed, ‘Recal’ is actually just a shortened, less provocative version of one of The Captain’s favourite words in the English language: Recalcitrant. 

Though Recalcitrant in it’s original meaning can mean choosing to aggressively oppose all forms of authority it seems particularly apt for Digital Media and Marketing practices. Constantly in this busy world it’s those who do things differently and refuse to adhere to the rules of marketing who reap ALL THE REWARDS! 

History does not remember the mild, it favours only the bold