 moved by what people care about and what moves people emotionally and I still try and look at everything every event every brand every opportunity every experiences why this should matter to someone and what role we play in that and I ideate by sort of thinking about how I feel about things or how people should feel about things I always whatever I've created any piece of content in my career I always look at the endpoint thinking why should the person who's gonna receive this or be a recipient of this what would what I want their reaction to be and why should they care about this