MY APPROACH
I don't have
a process.
Many things can be true at once.
A decision made from fear and one made from care can look identical on paper. Most creative problems are really about holding two truths at the same time — without collapsing them into one.
I think about business, not just aesthetics.
I was born into a family of entrepreneurs and have run companies for most of my life. Commercial awareness doesn't mean every decision looks commercial. Sometimes the power is to push for something that looks unprofitable — because I can see where it can lead.
Consumers rarely know what they want to see.
Sometimes the thing that shouldn't work — works. I do my best work when I belong to the audience we're creating for. Not as an observer, but as someone who'd actually respond to what we're making.
Empathy, used with precision.
Most of what gets in the way of a good project isn't ego or strategy — it's fear, habit, unfamiliarity, or sometimes just a different way of seeing the world. Empathy is how I tell the difference between them. It's how I know whether to push, to wait, or to ask a different question entirely.