Ambiguity and I have a great relationship. You have to if you want to be a great strategist. Because in order to find the truth of an ad, the real consumer insights, you have to be able to hang with ambiguity. That's where I do my best work. It's where I take a pop song and Op-ed in the NYT and see how they fit together. I take the best of everything around me and make connections no one else can see. Because there is no right way to do strategy, but some strategies are better than others. And you don't get there unless you're comfortable with figuring it out as you go.

 

So if you want a great strategy, you need someone who has a friendship with ambiguity. And that's me.

 

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