What I actually do.
Design a dialogue that flows, opens people up, and keeps you on track and free to explore.
Talk to people in a way where they reveal truths they didn't even know they had.
Go out into the world and experience the life of the people you serve or dedicate time to.
Capture visual artefacts from time spent doing research in the field.
Complement your efforts "out there" with smart investigation online and elsewhere.
Play back what you did and discovered, and do it in a way that moves people.
Make a jump on where to go next, who with, and in what manner.
Peel back and reveal your audience, user, customer, or consumer. People.
Establish strongly justified and creative ways forward for your brand.
Lay down some poetry to rally your peoples.
Reinvent or start from zero, decide on what you are called, and how you call upon others.
Put all the rules together in one wonderful place for you and your team to live by.
Make sure everyone is on board, invested personally, and working towards the same goal.
Pitch or play back everything that really matters.
Tell stories that travel with words, photography, and film.
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