I define strategy as the "design of business." It's not only about ideating original concepts, but it's also about forecasting and remixing current organizational infrastructure, processes, and strategic assets to help drive a company's innovation and overall market impact.

Creating products, experiences, and systems extends beyond designing a single touchpoint. It’s about leveraging a systems thinking approach to thread several micro and macro interactions and touchpoints to build one thoughtful and cohesive experience.

As a part of my process, I leverage creative prototyping through various technologies to deepen my understanding of the experiences I design. I believe that as creators, we have a responsibility to have an understanding of how what we build works.

In short, storytelling has the ability to unearth a person's, company's, or product's essence and then communicate it in a way that connects with the audience because stories have the power to forge connections through a shared language.