The direction is the goal – a 3 step process.

Discovery: this phase is where the fundamental truths that make a brand impossible to ignore are uncovered. This is done through in-depth research exploring the company’s business strategy, core audience, competitors, market position, and relevant data, often gathered via interviews, workshops, and analysis.

Insight: transforming raw data into clear direction and purpose. It’s the moment where understanding sharpens and strategy takes aim by interpreting research findings, identifying patterns, uncovering key opportunities, defining strategic priorities, and often involving collaborative workshops.

Creative: is where insight takes shape — transforming strategy into outcomes people can see, feel, and act on. It’s about crafting narratives that matter and truly connect. In the context of a brand platform, this could mean sparking initiatives that move people from awareness to meaningful action.

Of course, even the best process only works if people engage with it fully.

Not just checking boxes – engaging with them.

Real collaboration means more than showing up — it means participating with purpose. But group dynamics can easily derail progress. To address this, I apply association-based methods that keep discussions creative, focused, and productive. For example, one method uses a board-game structure, tailored to each company, which has successfully engaged groups of over 600 people worldwide — driving stronger alignment and outcomes that last.