This is the big stuff. The "Who are we, what do we care about, how do we look and feel and sound and communicate to the world and also where the hell are we going" stuff.

It's important, foundational work and it's one of my favorite things to do.

Any external touchpoint where a consumer engages with your brand — whether it's a marketing campaign or a social post or the UX of a digital product or the decor of an event — is storytelling. It's content.

My forever goal: reach the correct audience in the best possible place at the best possible time to deliver the most resonant possible message to drive the biggest possible result.

There are differing opinions as to what the term "creative strategy" actually means, but I see it like this:

Creativity should permeate every aspect of your business. It's not a department, it's a mindset. Thus I view "creative strategy" as a framework by which creativity can be harnessed and leveraged effectively for any initiative.

In short, "How to be creative better."

The best strategy in the world ain't worth much if it isn't executed effectively. Whether it's words, images, videos, experiences or whatever else, quality assets are key.

I can write, I can edit, I can creative direct and video direct and project manage and wrangle teams of talented people and guide them to excellent outcomes.