I’m always looking for the emotional hook first. What’s the thing that actually makes someone feel something; whether that’s humor, trust, curiosity, or just a sense that something is true. From there, it’s about aligning three things: what the audience wants, the most effective way to reach them, and the insight that unlocks it all.

A lot of work plays it too safe and ends up saying nothing. I’d rather go one step deeper (even if it’s a little more specific) because that’s where things start to resonate in a real way. I’m drawn to ideas that are simple at their core, but strong enough to build on. When it’s working, everything feels clear, paced, and intentional. There’s no confusion…just a sense that everyone’s moving toward something that matters.

I get excited about ideas that feel like they have room to grow. The kind where you can see multiple directions, refine them, and shape something that keeps getting better as you push it. At their best, ideas aren’t one-note…they’re a sandbox you can build inside, where the goal is to find the strongest version of what it can be.

I care about the idea first. Specifically, how strong it is, who it’s speaking to, and whether it actually connects. But it doesn’t stop there. The work has to perform. If something isn’t landing, you figure out why and make it better. I have zero patience for ego in the process. The work isn’t about proving how clever you are, it’s about making something that does what it’s meant to do, and does it well.

Here's the deal, I try to bring positive energy into the room. That is just who I am at my base level. I stay curious, ask a lot of questions, and approach everything as something we’re solving together. I want to cultivate an environment where people feel comfortable sharing ideas, pushing things forward, and actually enjoying the process, because at the end of the day, this is a fun job and it should be fun.

Also, I’m collaborative and ALWAYS open to feedback, and I believe the best work comes from healthy debate. If there’s disagreement, I'm going to lean into curiosity with the goal of making the work better. And truth be told, I work best with people who are engaged, respectful, and excited to be there. No ego, no unnecessary friction, just a shared focus on making something great.