HELPING BRANDS CREATE SUSTAINABLE SOLUTIONS THAT MATTER

MY PURPOSE:

TO HELP BRANDS discover solutions and build strategies that CLOSE GAPS and CHART NEW PATHS.

TO HELP BRANDS become positively meaningful so that they STAND OUT IN REAL WAYS that matter TO REAL PEOPLE.

MY APPROACH:

HOLISTIC. STRATEGIC. HUMAN-CENTERED.

Over the years, through my EXPERIENCES, RESEARCH, and EDUCATION — I've come to realize that all people are trying to reach some degree of wellness, happiness, or balance in life. The ways they try to reach those goals vary in each of their relationships, throughout the different parts of their daily lives, and throughout each life stage.

This understanding has changed the way I approach problem solving, especially with CREATIVE, BRAND & MARKETING SOLUTIONS. I now work towards these solutions through a more HOLISTIC, STRATEGIC, and HUMAN-CENTERED lens.

Whether I'm leading a team or solving a problem on my own, I have learned that sustainable solutions result from INTEGRATIVE THINKING — which requires an awareness and ability to balance opposing forces:

• Logic & Emotion
• Research & Intuition
• Facts & Empathy
• Details & Big Picture Thinking

MY REASONING:

I have found that when a brand becomes positively meaningful by delivering experiences that move people towards greater wellness, happiness, or balance — it becomes EMOTIONALLY RELEVANT.

And, when a brand is positively meaningful to those people in ways that resonate with their individual experiences in the context of the world they live in — they become CULTURALLY RELEVANT.

Once a brand has learned how to become BOTH emotionally and culturally relevant to people, it can matter in REAL WAYS to REAL PEOPLE.