Inspired Communications for Modern Brands

P.O.V.

Curiosity about life, in all aspects, I think, is still the secret of great creative people.
— Leo Burnett
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My Strategic Approach: Powered by Curiosity, Empathy & The Golden Rule

Curiosity drives much of how I view and interact with the world around me.  I have always been naturally inclined to ask “why” and have found that the real insights are often buried deep between the lines.  In my work as a strategist, curiosity pushes me to better understand all of the peripheral variables that inform a brand’s present day state – from culture and competitive landscape to internal patterns and processes.  It enables me to apply the kind of rigor required to solve less than linear problems .  Trust in my curiosity and that of others, also helps me to be less fearful and more open to a discovery process that is often messy but when allowed to unfold, often yields the best kind of work.

Empathy is a seed that was first planted by the example my parents set and continues to be cultivated through my own life experiences.  I’m a big believer in the power of empathy to foster understanding, collaboration and progress – across all facets of our lives.  In my work, empathy challenges me to humanize the brand message.  It respects customers as people first, with both universally and uniquely held beliefs, experiences and desires.   

When I think about what informs my approach more than any other principle, it's the Golden Rule.  As simple as it is elusive, the Golden Rule sets the bar high and challenges us to go beyond just “good”.  I've found that applying the golden rule to customers, who are first and foremost, people, can serve as a powerful litmus test for marketing that supports and informs rather than disrupts and misleads.  It also helps to avoid what I like to call “whiteboard syndrome” – where an idea appears brilliant in the context of a conference room, but fails to have meaning in the minds of it’s intended user.