For the past 20 years, I've worked closely with insights professionals, brand builders, and senior leaders to help them make informed decisions that drive their businesses forward -- and I love every minute of it.I consider myself a part of my client's team. For me, every project starts the same way -- imagining what I would do if I were in your shoes. Immediately, my head starts thinking:"What do we already know?"​ "What actions are being considered and what are the risks and rewards associated with each?"​ "What are the consequences of a bad decision?"​ "When do we need to make decisions?"​ "What would I have to know to feel confident I'm making the right decisions?"​After that, it's just about breaking complexity down into components .... who we need to talk to, what we need to ask them, how all of that maps back to the business decisions that need to be made.​The passion I feel for helping clients I also feel for consumers and customers. It makes me a great advocate for them as I help clients stay grounded in the voice of the customer while finalizing decisions. My ultimate goal is to help you find the "win win"​ for your business AND your target audience. The best decisions are ones that respect real world constraints, give your company what you need (more growth, profit, share, innovation, consumer engagement, etc.) and also give your target audience more of what they need (products and services that delight from bramds they trust and delight in).