First off, we mostly only partner with people who own the brand: C-level executives, company founders, entrepreneurs, board members—basically, people who are looking to solve real, tough business problems.
We start by spending time with a company’s leadership—brainstorming, strategizing, and arguing—until we all arrive at something honest and true and provocative together. The key part here is: together. We don’t black box our creative process or come up with “clever” ideas in a vacuum. That’s why we won’t work with anyone who doesn’t have real passion (and some skin in the game) for their brand, or who isn’t ready to extend a brand throughout their entire organization, not just the marketing department.