This means being truly obsessed with a brand, a product, or a consumer problem. It's the conviction that drives you to find the perfect narrative, to tell the story with genuine passion, and to see your work not just as a campaign, but as a connection waiting to be made. 

Be  a student of people. Success isn’t about forcing a reaction; it’s about understanding the elements. In marketing, the "elements" are people. You must be relentlessly curious about their needs, their hopes, and their fears. Empathy is the ultimate catalyst, allowing you to see the world through their eyes and build brands that truly resonate and earn their trust. 

Think big. In Marketing, this means not settling for incremental change. It means having the audacity to launch a campaign that challenges conventions, to build a brand that shifts culture, and to use your platform to inspire and create positive change. It’s the difference between a product ad and a movement. 

Emotion is powerful - when it's the right message, at the right time in the right place - I learned this discipline throughout my career. While intuition and creativity are vital, they must be grounded in data and analysis. Measure what matters—from consumer insights and market trends to the real-world impact of an emotive campaign that feels right. Precision allows us to move past assumptions and create a deliberate, targeted strategy that delivers measurable results and real impact.