UNICORNS CAN'T FLY.
I CAN'T FLY.
THEREFORE,
I am A UNICORN.

STEP 1

Pretty obvious way to start, but worth calling out. I like to nerd out, absorb as much as I can, but not too much - just enough to be able to simplify the problem.

STEP 2

Advertising, branding, designing, whatever, there are two musts, to make people care – have a human truth, if you want them to notice as well – have an idea to go with it.

STEP 3

How many ways are there to slice an onion? Who knows, but I like to explore as many as possible. Staying high level at this stage – gotta keep you eyes from watering too early.

STEP 4

The one thing I never underplay is the presentation. Nothing worse than laying a great idea to rest because you sold it wrong. Putting a bow on steps 1 -3 and pitching it is my specialty.

STEP 5

A bought idea is just the beginning, next is the waltz of getting it to market as good as intended. To me nothing is set until it works, I believe in monitoring and refining till we're off to the Effies.