#1 Structure
My first responsibility is to bring order to chaos. Without clarity of purpose and clean information architecture, big ideas are short money. It’s always hard to read the label when you’re inside the bottle, and an outside perspective can make all the difference.
#2 Insight
Well-organized information that says nothing new is forgettable information. The work that works starts with defensible inputs from a variety of sources, including live interviews, online focus group testing, and 3rd party data to find out what makes people tick (and buy).
#3 Energy
My goal is to make everyone in the room as excited about the vision as we are. That starts by bringing people along for the ride, walking them through the decision-making process that led to the ‘aha’ moments, and presenting with unbridled enthusiasm.