I’ve always been a fan of something. I ran a Justin Bieber stan account from middle school through high school, I’m way too invested in Big Brother, and I’m a diehard Eagles fan. When I’m into something, I’m really into it.

That’s a big part of how I approach strategy. I love getting why people care so much about something, because I know what that feels like. I want to understand the inside jokes, the little rituals, and the things that make total sense to fans but absolutely no sense to anyone else. That curiosity helps me see audiences as actual people, not just a slide in a deck.

And I really will try to understand anyone. I once tried to negotiate with a goose over my sushi. Because to me, behavior always means something. Sometimes it just means you want my lunch.