Sorry, we don’t have a proprietary process to sell you. Packaging (or branding) a process is hooey, because it's really about the fundamentals. We’re not saying we don’t apply rigorous research methodologies – just the opposite. One-on-ones, focus groups, online surveys, walking through Macy’s, are all great tools and we employ them where and when it fits. But it’s more experience than process, more knowing which tools are needed for which job.

Marketing executives need data, but opportunity comes from insight.