Our Hypothesis
The whole thing starts with communication because people are communicators. We see and hear, we talk and touch. Words are important, to be sure, but beyond words is a subtle language of color, sound, texture...things surrounding and supporting speech and text. And then there's the communication of your idea--what you need to say and to whom. The results you expect and when you expect them.

Making communication meaningful for your audience is less a matter of figuring out what you want to say, and more a matter of figuring out what they want to hear. Push or pull. We prefer pull. Determining what will "pull" your audience into a favorable frame of mind, or particular course of action involves discovery, analysis, and then, strategy.

Strategy sets the tone, determines the direction and establishes the conditions that define success, but it requires creative execution--a container.

All communication comes in containers. For example, words are containers--spoken sounds conveying emotions and ideas. So are books, and movies, and songs. And so are logos, and brochures, and Web sites. The quality of the container goes a long way toward determining the quality of the communication. Getting to the point, good creative works better--and a sound strategy make good creative great.

---