For a large part of my career, I have lived at the hyperactive intersection of ‘business and creativity-intuition’, enjoying every bit of the ‘Strategy process’ —> interrogating the obvious problem to find the real problem, absorbing all the research & data and interacting with the real consumers to uncover the human truths and meaningful role for brands in their lives. And, the highly process-oriented culture of global & local brand portfolios (which I have handled) have groomed me on ’upstream brand thinking’ – going beyond communication campaigns to handle clients’ deeper-lying business problems. Essentially, I work like a consultant with Brand teams.