Good creative strategy is practically invisible. It can even seem obvious in hindsight, you know, like no big deal.

But that invisibility belies the work that went in behind the idea, and the process it took to bring it to the page. A beautiful creative idea that solves a weird, fuzzy problem doesn’t just appear magically. It comes from persistent, playful curiosity that digs for deeper layers of meaning. From challenging assumptions about how something has always been done. And from an intellectual bravery that asks why, what if, why not? That’s how fuzzy starts coming in to focus. Whatever we call it——an a-ha moment, an insight, a paradigm shift——it's a way in. And once we get in, past the noise and assumptions, we can focus on what we're truly trying to solve.

I like solving those fuzzy-hard problems, the ones that have no simple answer and feel overwhelming. Because with the right partner, creative strategy that looks effortless——but actually solves a big problem——is a very big deal.