How I Work
I breathe life into ideas. Personify household names. Introduce people to new solutions. Build brand affinity. Challenge convention. Ignite thought provoking work. And here’s how I do it:
Listen & Learn
Listening helps to discover the little nuggets that will frame the thinking and approach to the work. Whether digital or printed, the content must connect consumers wherever they are and in whatever they are doing. Listening and asking the right questions will uncover the true problem that is trying to be solved.
Obsess & Decode
Research, listen some more, ask questions, observe, and learn the habits and trends of your consumer. Try on their shoes and walk a few days in their life. Empathize. What makes them tick? What are they missing? What do they want? It is through this process that one can begin to decode the complexity of the problem and find the next big idea.
Collaborate & Refine
No single idea in isolation is the best idea. We are always better together. Collaboration is a vital part of the creative process. Where you can take an idea and attack it from multiple views, test it’s ability to withstand the cynic and add to it to make it stronger.
Analyze & Interpret
We live in a powerful age where very specific data can be found in almost anything. But what do you do with it all? Through interpreting the data and clear communication in reporting, the information can continue to test the idea’s ability to hold up to real world application.
Refine & Improve
Welcome to the world of Beta. Where you can continue to refine and improve the product, idea or service based on what the data is providing. Properly and proactively communicate these advancements, improvements to better your product, service or idea and continue to simplify and innovate.