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be bold. be brave. be better.

buy a ticket. take the ride.

History is written by those with the vision, determination, and courage to walk in front and lead the way through uncertain times.

empathy | research | dialogue | trust

Everyone claims they want to be a leader in their field, but very few are actually willing to lead. Leading is frightening, rightfully so, because you have to trust yourself, as well as your team, to be willing to take risks—willing to fail if need be, and to treat failure like the learning experience it can be.

Being in the lead means you are not following anyone, which sounds great until you realize you’re all alone and you don’t know where you are going. That’s why so few are willing to forge new paths in uncharted territory, there are no taillights to follow.

That’s a frightening proposition on a good day, during prosperous times. What about now, when there seem to be dangers everywhere? How do you proceed then?

Those who are unable or unwilling to take risks are left behind because they didn’t have any new ideas.

research | data analysis

you need to know where your guests are both geographically and emotionally

It’s not just enough to know who you think your customer is, you need to know where they are down to their zip code and street. But more importantly, you need to know where their heads are.

protect your brand

In times of crisis, what you say is just as important as what you do. Action is critical, but so is inaction. Consumers will accept honest efforts to connect and to do the right thing when brands lead with humility and empathy. You can’t just say you care, you actually have to care. That is how you protect your brand against the unknown. Be forthright and honest and be willing to be wrong in an effort to be right.