Everybody Wins: How to Design a Meaningful Experience for Customers

On this episode of The Whole Idea Podcast by DCG ONE, listen to user experience experts from DCG ONE for advice on how to design meaningful experiences for your customers. Joining writer and host Greg Oberst are Kelsey Hagar, DCG ONE’s director of experience strategy, and Robin Harrison, an interaction designer at the Agency at DCG ONE. Listen for best practices on using design, storytelling, strategy, analytics, and technology to create customer experiences that ignite brand engagement and loyalty.  

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Transcript

Air date: July 29, 2024 

Transcript: DCG ONE Whole Idea Podcast 

Episode 9: Everybody wins: How to design a meaningful experience for customers   

Greg: 

It will soon be the hottest new acronym in marketing. And you're going to hear it first right here on this episode of the Whole Idea podcast. Hello and welcome. I'm Greg Oberst, senior writer and podcast host. On this episode, we're going to take an in-depth look at designing a meaningful experience. And I'd like to welcome two DCG ONE experts in the field of experience design. Kelsey Hager is our director of experience strategy, and Robin Harrison is an interaction designer at DCG ONE.  

Welcome to you both. Thanks for being here. Yeah, I, uh, I think that designing a meaningful experience, just begging for an acronym. DAME. 

Robin: DAME. 

Greg: Yes. That's it. <laugh>, you heard it here first, folks, you know, we could try designing for a meaningful experience, which would be D-FAME, <laugh>. I don't… 

Kelsey: 

A little negative spin there. 

Greg: 

…I don't think that's going to work quite as well. So, let's go with DAME <laugh>. All right. Kelsey, why is designing for a meaningful experience, DAME, bubbling up to virtually the top of campaign development tasks, lists at DCG ONE and, and other agencies? 

Kelsey: 

I think it's a great question. I mean, I think the philosophy here at DCG ONE is we're designing for purpose and intention, and that what we're delivering, whether it's a campaign website or it's a, uh, real world experience, it's going to have, uh, relevancy with users. It's going to deliver value for them, it's going to be intentional, it's going to be effective, and it's going to have an impact. And so if we're, we're not thinking of the meaning when we're working through our design process, there's no guarantee that it's going to work, and it's our job to ensure that it works. 

Robin: 

Kelsey, you were just saying like, relevance. And I feel like that's something I also think about a lot too, is, you know, as designers, we have to think about how human beings are evolving over time in their relationship with technology or space. So, the relevancy there is nowadays too, we're so inundated with information from so many different platforms. So, thinking about doing that in an intentional way, in a way that's not, um, causing like a cognitive load on people, but is more enjoyable, perhaps more bite-sized. Sometimes things that are, you know, easy to process for people is a big part of our job. I think it's like meeting people and, you know, quote unquote users where they are. Right? So, um, thinking about how often they might be interacting with a product or, uh, whether it be a digital space or a physical space, you know, what's the experience going to be like for them going through that journey and thinking about the different ways we can enhance that or subtract if it's overbearing and overloading for them. 

Kelsey: 

And just to build on that, I think it starts with a clear understanding of that customer journey. And thinking, what is the work we need to do upfront within our strategy practice to really identify what's going to be the, the channels that we need to interact with, with our audience, identifying what are our segments, where are they going to be? And then therefore we can start to insert meaning. Uh, it's not as easy as that. But yeah, that's the intention, uh, where like Robin said exactly where they are. 

Greg: 

Well, let's go back to what is a meaningful experience. I think you kind of started dipping your toe in that too. But I want to spend a little more time on that. What, what does it mean? What does that mean, a meaningful experience? 

Robin: 

I think it depends on the user. Don't you, Kelsey?  

Kelsey:  

Mm-Hmm. <affirmative>.  

Robin:  

Because I mean, for a meaningful experience for someone might be completing a task very quickly, like if you want to make an appointment to see a doctor in a healthcare world, right? But a meaningful experience for someone else might be something that takes them more on a journey of discovery on a website to learn about a product or an experience. 

Kelsey: 

It's our job as the UX design team to really identify what users need to accomplish, really starting with that baseline and then therefore ensuring that for each scenario that we are delivering a meaningful experience. But meaningful experiences are all encompassing. Um, at the agency we have many different practices and many different teams. We have strategy, analytics, UX design, copy, and all of us are responsible and working together to ensure that every single aspect of an experience is meaningful, that the design is reflective of the brand, and that it's in tune with what the customers need, and that the messaging is clear and is helping to convey that strong marketing need. 

Greg: 

When I approach people and talk to them about UX designers that I work with, I often get, now what's a UX designer? Tell us what a UX designer does.  

Robin: 

<laugh>, Go for it. Sure. 

Greg: 

I assume one of, you know.  

Robin: 

Well, I mean, what…does it mean? 

Kelsey: 

What's the U… <laugh>? 

Robin: 

Well, the U obviously is a User, um, X is a little bit of a, I guess it would be experience technically <laugh>, but it's UX for user experience. And, you know, I, I kind of think about sometimes, and we were talking about this recently, Kelsey and I, you know, our, our goals as Kelsey mentioned, is to understand the user's needs their pain points, and then allow those insights to direct the design and the process moving forward. But I think also on top of that, oftentimes UX designers we're the first people that a client can be exposed to or kind of build that relationship and that rapport with. So, I think we also feel a little bit of responsibility to be, um, I kind of joke like the shepherdess of a project, so we understand the client's insights and needs from the get-go. And then we're working alongside with design content strategy, copywriting throughout the whole process to make sure that that vision is maintained. 

Greg: 

It's quite a central role. I've seen you both dip your toe in everything from strategy to analytics to technology. My world writing… 

Robin: 

We’re Renaissance women… <laugh> 

Greg: 

You're right. I mean, you are kind of a central role and, and a consistent presence in campaigns is from, from start to finish, almost, really. And that's pretty unique. 

Robin: 

Yeah. It's cool. It's kind of like a little bit being of a producer role without having to do all the finances. <laugh>. 

Kelsey: 

Yeah. And obviously a, a big part of our role, it's in our, in the title, it's the you the user advocate, um, where we can, it's about the research that we can conduct and, and a lot of times that is working with our strategy team and sourcing insights and, but truthfully, customer research isn't always on the table in our agency projects. And so, in those instances, we have to rely on best practices and really working with our clients who know their customers best, and understanding as much as we can about, about their audiences and what they need to accomplish. And that's really our, our key role in ensuring that we're hearing from the clients what their needs are, um, and what their, their users’ needs are. Finding that balance. And then, as Robin said, kind of shepherding a project to ensure that that is always top of mind as we move through messaging and design and into development, depending upon the project, uh, or build Mm-Hmm. <affirmative> whether it's more of a real-world experience. 

Robin: 

I think also too, going back to the relevancy thing, staying up to date with just what's going on in the world. And that sounds like a really big vague comment, but if you think about it, like, for example, if you think about the way that we interact at the grocery store when we're checking out, the way we check out today, uh, for many people is really different than it was 20 or 30 years ago. So, these are all sort of the things that we think about in UX design. 

Greg: 

Kelsey, you make a great analogy to user experience and the importance of understanding the customer in a blog story that you wrote on DCG ONE.com. Tell me about the sandwich. 

Kelsey: 

The sandwich analogy. Yeah, yeah, absolutely. I was, I was thinking about how might be a, a relatable way to deliver the value, uh, in a very succinct way, uh, the value of ux. And I was thinking about an experience where you might be ordering a sandwich, whether you're at, you know, your favorite sub shop, I won't name names, <laugh>, um, deli counter in the grocery store. And it's this kind of back and forth of, of, of order taking. And in the analogy to describe, imagine you said, “Hey, I want a sandwich.” And the designer says, the sandwich, sorry, the sandwich designer says, “Great, I'll make that for you.” And you get something back and sure, it's a sandwich. It looks like a sandwich, feels like a sandwich, maybe tastes like a sandwich, hopefully, but it's nothing that you wanted or, or desired. And that's because the designer on that side, the sandwich designer, did not ask you any questions about what you might need and what are your, uh, tastes, uh, and interests. And therefore, to make something that is relevant and personal and meaningful to you. It's not meaningful. If it's just a sandwich, maybe it's sustenance and that's important in life, but it's not delivering that, that delight element. It's not memorable. You probably aren't going back because it isn't what you truly need or want, 

Greg: 

But just that act of listening and customizing elevates that whole experience and makes a larger brand impression is really impactful. 

Kelsey: 

And to go deeper with the sandwich analogy, I mean, there's opportunity there for that sandwich maker to impart knowledge around what might be the most relevant and interesting and trending, uh, sandwich ingredients. What are, what are some opportunities to make that customer wowed? Um, I'll, I'll leave it at that, but you know where I'm going.  

Greg: 

Yeah, I think we've, uh, eaten that sandwich pretty thoroughly at this point. <laugh> now, Robin, or, or for both of you, let's get more specific about how you go about creating an experience. How does it start and progress through to the customer? 

Kelsey: 

It's a great question. I think everything we do at the agency at DCG ONE starts with intention and thought and strategy. And so, to be clear, we're not doing this in isolation. We are kind of on the front lines of projects. Um, but oftentimes we're also downstream from our strategy team where we're leveraging insights that may have been collected at a, a market level. Um, but it, when it does come into our space, that's obviously what Robin and I can really speak to. We start with discovery. It's really getting smart on what we can about a product and a brand and any, uh, resources that can be shared ahead of time. We want to see it all. We want to really take a thoughtful look at that. And there's additional members on the Agency that are also doing that. Our content strategists are looking at it from their perspective. 

Kelsey: 

Our designers are obviously making sure they have a keen understanding of, uh, brand guidelines, if it's something that we are consuming versus creating ourselves. But it's looking at everything and starting to formulate questions, lots and lots of questions. We want to become as much of experts as we can in the space within a short amount of time. And really then it's, it's some thoughtful q and a with the client. It's sitting them down and going through our questions. Robin mentioned our discovery one process, which oftentimes we use when we're trying to crack a big challenge. So, depending upon how, uh, understood the solution is, we might start really broad and really just have a listening session where we're hearing everything we can from a client. Um, and then when it comes a little bit more focused on what we're creating, whether that's a website or maybe it's, I keep referring to a real world kind of tangible experience that humans are interacting with and, and there's physical elements to that, then we start to put a little bit more shape and structure to our questions and point it into that channel, for example. 

Greg: 

Okay. So that's part of that discovery process that upfront. So, you have everything you need. You've talked to the client, and you've got some data and some experience to look at. Yeah. And how do you corral all that information and funnel it into some working documents. What are the go-to processes that you can hand off to other people for them to use? 

Robin: 

Well, I would say, especially with the Discovery One sessions we do, we all get together as a team and start to synthesize down the information. So sometimes that's virtual Post-it notes, sometimes it's whiteboarding, but sort of taking, um, all of the feedback we received and trying to find and pinpoint those common themes. 

Kelsey: 

It's bringing our clients along to ensure that they're informed at every stage of synthesis and kind of giving them consistent readouts in web design projects. Oftentimes that first deliverable looks like, uh, a site map where we're communicating the architecture of a website. And that is not done with, uh, little, little time. It's really lots of discussions with our clients and understanding of, uh, in, in websites, understanding site data and performance analytics and how are users, uh, interacting with the site, where do we see opportunity to streamline this. But that gets kind of all packaged up in what might look like a very simple site map, and a few boxes on a page. And something Robin and I have talked a little bit about is that how we communicate the plan is almost as important as what the plan is itself. And ensuring that we are thinking of our clients as our users, and that they need to understand where we're, what our vision is and, and based on all the inputs they've provided for us. So, visuals, like Robin said, are really helpful in articulating what's coming next. So, whether that's site maps or wire frames, um, or 

Robin: 

A user flow process map, you know, just sort of saying, step one, log into site, step two, click on this page. I mean, that's something that they may have explained to us over the course of an hour, but to just see it very simplified, almost like a table of contents step one, step two, step three goal, um, or, you know, whatever the processes we're trying to solve for just that simplified sort of like bite-sized way of looking at it can really help a lot. 

Kelsey: 

It's crucial at this stage that we have a shared understanding of what it is we're going to go build on and enhance in the design stage and the, and the copywriting phases, because this is where we're, we're outlining the meaning to tie it back to what we're here to talk about, tie it back to DAME. Uh, at this stage, we really are looking for alignment with our clients. We want them to know exactly what we're going to go do ahead of going to do it in the next stage, whether that's copywriting or design or putting more shape to it. We really want to have a shared understanding of the meaning we're going to be creating. 

Robin: 

Yeah. And I would say too, with the alignment thing, it's what are we trying to solve for? And but also what are we not trying to solve for at this point in time? Because as we know, oftentimes projects can, like you can't solve every single problem at one time. So, we have to sort of think about the phase approach and how do we start to think about, okay, what's the first primary problem, but then what other problem might come later after that? That's like the secondary part of the solution. So it's also very much, I think, kind of putting things in a chapters in a certain way with large projects. 

Greg: 

I've heard both of you say on occasion we need to UX our own process.  

Kelsey: 

Yeah. <laugh>. 

Greg: 

And there are a million documents that sort of help you through that whole process. I've observed that you seem to have more documents than the government sometimes.  

Robin: 

Hopefully they're easier to understand though, <laugh>. 

Greg: 

No, they're all very helpful for me, of course. 

Kelsey: 

We get to be the eyes of the UX as it moves through and just, uh, you know, share perspective and, and guide, um, through kind of the final stages. 

Greg: 

[Pause] Is that the end of the process?  

Kelsey: 

That’s it then we're done. <laugh> 

Robin: 

It never ends, Greg. 

Kelsey: 

Yes, no, absolutely not. I mean, that's where we move into optimization and measuring analytics where we can and partnering with our analytics teams to understand how are things performing and where might we find opportunities for improvement. Um, there's lots and lots to do. It's never done. And there's always, we should always be thinking about iteration. 

Robin: 

And one of the things I love too, is that some of our projects, a number of our projects, I would say are very long-time clients. So, it's been really rewarding to design for them, but then see their, you know, their websites, their products grow over time. And as they get this, become this like larger and larger ecosystem of whatever their company is representing, then we also get to kind of grow with that and grow the ux. And as Kelsey mentioned, you know, revisit it. Think, is this still working for people? Now that we have all these other pages, for example, we need to revisit the architecture, think about how this might be simplified and be a little more user friendly. 

Greg: 

So, let's talk about principles. You must have some guidelines, something of a backstop, something that you can go back to on a consistent basis to help guide you through the work and make sure you are being true to the goals of meaningful experiences along the way. So, what are those principles that that help guide you? 

Kelsey: 

First and foremost, it's a user advocate. Really understanding who we are designing for, who are the many audiences, what are their needs, what are the jobs that need to be done? Leveraging insights and best practices in that space. But really reminding ourselves that there is a user at the end of this experience, and they're going to need something from this. And ensuring that it's not the brand or the client leading with what they think is best, or it's not an agency saying, this is what we think is best. It's really being mindful of there's a person here and we need to keep our eye on the prize, so to speak, uh, in the process. 

Robin: 

Yeah. And I would say too, uh, intuitive and effective is another thing that we really think about when we're designing. Um, for example, I work on a lot of projects that are very form-heavy design. They can be, um, quite cumbersome. Because there's a lot of content that needs to be, uh, gathered, uh, from like a data perspective. And sometimes I find that some of the clients, they'll try and add a paragraph to explain how to interact with the site or the page. Um, so essentially providing instructions on how to, uh, navigate through a form versus just making the form, for lack of better word, intuitive and effective. Right. Yeah. And, and sometimes with form design too, like people will ask a million questions on a survey or a form, but, uh, really a UX best practice is of course, just gathering the information that you need at that time. That's really like, uh, required, I want to say, versus optional. Because the longer those experiences get for people, the more time they take, and people sometimes bounce and they're like, I don't have time for this. I've got a very busy life and a very busy world. So again, thinking about the UX experience of navigating those is I think a really great example of intuitive and effective design.  

Kelsey: 

One other thing is that we're always approaching projects from a problem first point of view. It's exciting for everyone, ourselves included, to jump to solutions and think about what we could do, but we want to make sure we have a full understanding of what we need to do or what's the pain that we're solving for. So in this process, we're pausing, we're ensuring that we're being thoughtful about what are the problems we're solving for, we're asking why, uh, maybe too many times, <laugh>, <laugh>, uh, but really ensuring that we're, we're keen in on what, what we need to address before we start solutioning. 

Robin: 

Yeah. And tagging onto the problem first, uh, approach too. I mean, it's very easy to, I think, especially from a design perspective. And I also do some design, so I feel like I can say this to see a site and say, oh, I, it feels like this component or text box or button, or what have you. Uh, it, it might be nice to put a picture there and what if I move this down here on the page? But like, is that actually a problem I'm solving for? No. And so that's why we really want to keep our sites on the problem first approach, because if something is on a website and it's doing well from an analytics perspective and from a sort of data perspective, then we probably should not try and fix something that's not broken. Yeah. 

Greg: 

Okay. Let's spend a few minutes talking about DAME, the acronym we invented on this program. Kelsey, what are the considerations for designing with meaning in the digital space? 

Kelsey: 

Yeah, I think a lot of this starts with robust discovery, um, and ensuring that that includes an understanding of existing site performance, uh, customer research, gathering all the inputs where we can to really clarify what a website needs to accomplish, what's its purpose. Um, a lot of conversations with clients, um, and all of that data and intake is flowing into, um, whether that's a revised site architecture and communicating the planning, uh, at the wire frame level. And that's a really high-level look. But then when we talk about wire frames, that's, uh, the organization of information on a page and thinking about, um, the messaging and thinking about the layout and the design of the piece, and what information needs to come before other information in order for it to make sense. Um, there's a lot of sense making, I suppose that happens at every stage, kind of, uh, at, at a micro level and al also at a macro level to ensure that ultimately when, when we add the brand identity and we make it an aesthetically pleasing experience, that's very much, um, on brand that it's going to land. Um, and so that's why we take a lot of care in that wire framing stage to ensure that it's, it's delivering meaning 

Greg: 

Robin. Why don't you take the real-world experience? What are the considerations for designing in that space? 

Robin: 

Yeah, I think that one of the things that's exciting about the, uh, our agency here at DCG ONE is that we're, you know, a full-service creative agency. So not only do we do digital experiences, but we also get to do some physical ones sometimes. And, you know, whereas a digital experience, we're thinking about the site, the visuals that we're seeing, the touch points, whether that be with a mouse or a finger. But obviously when we're thinking about a physical experience, it sort of broadens to the other senses. So, we're thinking about how the body moves through a space, you know, um, how, how bright is the space? Like what are the smells, the other senses that we're sort, sort of starting to tap into? Um, and I think too, we see UX in a physical space everywhere we go every day, right? So, for example, we always joke in every little UX channel on Slack about, you know, I went to the washroom the other day in a public space, and the, the hand dryer was right next to this faucet, but the soap was way over there. 

And like, why is it like this <laugh>, you know, who designed this? And certainly, you can find loads of examples of this online where, you know, like the, the ramp is in a really strange place to get to the door. So, if you were in a wheelchair, you would really struggle or just not be able to get in at all, sadly. And so, we have to sort of think about in a physical space, um, who are the users accessing the physical space? What are, what body types might be accessing it? So for example, if we're doing a full print, um, wall for a structure, and maybe there's some buttons you can push on the wall to create sound engagement, you know, do we want someone who is seven foot tall to be able to reach that button, or someone who's three foot tall, to also be able to reach a button to have an engaging moment. For example, if you're at a science, you know, museum, you know, how can the adults interact with something versus a kid? So, thinking about all of those aspects into a physical experience makes it super enjoyable for everyone. 

Greg: 

And more recently, there's the consideration and integration of digital experiences with the Yeah. Real world experiences. We're certainly seeing that in integrated direct mail, for example. The mix of traditional and digital media. 

Robin: 

Yeah. And we've even done projects in the past too, where, you know, we're thinking about the physical flow of how humans, humans move through a space. Thankfully, there's a lot of great research done on that. Um, I know I've done projects on how people move through museums and exhibits in the past. So, we have worked on some things like that where we're thinking about, okay, as a user, I'm entering a lobby of a certain space and perhaps I, the first thing I need to do is check in. But then after that, I might turn around and then I see something very visually striking, like a large scale print that we've done here at DCG ONE, but then there might be little touch points of tags I can scan with a QR code in my phone, and then boom, I'm, I'm thrown to this digital world. So, there's so many different UX experiences that we get to build here at the agency. Again, thinking about the whole idea, if you will, of all the different full service creative things we can do and it, but those are all important user experiences, whether they be digital or physical that we have to account for. 

Greg: 

We've talked a lot about the user and designing a meaningful experience for that person, but we can't forget about the client and the, the brand.  

Kelsey: 

Without a clear understanding of business goals and requirements and what the organization is looking to achieve from a, from an experience, um, it doesn't matter what the user experience is, it needs to be rooted in what the client's needs are. And we get to complement that with what the user needs are. 

Greg: 

There's a way to do this where everybody wins. And the opportunities to make that dual success happen are just more prevalent than ever. There are more tools to work with and more ways to make the experience meaningful, personal, and relevant than ever before. 

Robin: 

I mean, I know it sounds silly and maybe cliche to say, but I'm just happy to be alive in a world where we consider user experience <laugh>, because I mean, we think about so much of human history and, you know, just the products we had, I mean, whoever invented the wheel was like a master of UX in the very beginning, right? Nowadays we really do put the thought and time into how do we use digital products? How do we navigate through a grocery store? How do we, you know, do our everyday life task? And when we think about how much faster our tasks are as users in general and our everyday lives now, I mean, you know, now we have dishwashers versus not having to hand wash everything. I mean, there's so many aspects of the world of UX that now in the time that we're living in has improved our lives versus history. And so, I think that's pretty exciting, and I think it's an exciting world to be a member of. 

Greg: 

Robin, we've had dishwashers for a while.  

Robin: 

Yeah. I mean, Greg, I didn't have one for a long time. <laugh>. 

Kelsey: 

I did want to add where we are now with advancements in technology, people expect a more personalized, relevant experience. And when that's not given to them, it feels like a misfire. And it feels like, well, this is the norm. You should know who I am. You know, my behaviors, you know, my spending habits. Don't you have all this data on me? Haven't I given this over to you? Um, but there is this expectation of yes, being relevant and, and knowing me, and we've done a number of research projects recently where that is a consistent theme. Um, what do people want from this program? They want it to be tailored to them. They want relevancy. So that's, that's huge in this space of creating something meaningful, is that we're really thinking beyond, uh, personas and really think about how we can layer in, um, what we know about individual users. 

Robin: 

Yeah. And I think a lot of meaning too is thinking about how we interact with our experiences. And a lot of times that's how can we save the user time, time that can be spent in the rest of their human life, right, with their family, um, outside of work, outside their task, uh, how much time can we give back to them, I think is a huge part of crafting a meaningful experience. 

Greg: 

Kelsey and Robin, just to wrap up, what do you see for the future of UX. 

Kelsey: 

In the experiences that we, uh, care and feed for, host and manage, or have the opportunity to design—I think there's a lot of thought about how people find information and what might be possible there, and how might we serve it up to them in really interesting ways that goes back to feeling really tailored and delivering on their specific needs. Um, so that's top of mind for me. I feel like in our portfolio of clients and sites that we are currently managing, I see opportunity for that. I'm like, let's go and refresh these. I'm so excited to, uh, have a different perspective on how people are searching for information and really looking forward to finding ways to bring that to our clients. 

Greg: 

Kelsey, 

Kelsey: 

Greg <laugh>, 

Robin: 

You got emotionally choked up. <laugh>. 

Greg: 

I'm trying to do a signoff sign off here…. 

Greg:  

Kelsey, Robin, this has been a great discussion. Thanks for offering your insight for the podcast today.  

Robin:  

Thanks, Greg. This was fun.  

Kelsey:  

Thank you, Greg. 

Greg: 

My key takeaways: 

• A meaningful experience starts with clear messaging that has intention, purpose, relevance, and value, and then extends to the task at hand engagement that's simple, convenient, and considers the human condition.  
• UX designers need the freedom of access to and collaboration with professionals in strategy, data analysis, technology and creative acting as a virtual hub in campaign development when designing for a meaningful experience, set principles to help guide you. We like the principles of user advocacy, problem and opportunity, understanding and making sure experiences are intuitive and effective.  
• And when you design a meaningful experience, you'll be in a better position to help brands meet business goals with stronger and more consistent customer engagement and deepening brand loyalty and better ROI.  

My thanks again to Kelsey Hager and Robin Harrison, our resident subject matter experts on designing meaningful customer experiences. DAME. 

If you have questions for Kelsey or Robin or would like to chat with either one about designing meaningful customer experiences for your next campaign, write us at podcast@dcgone.com.  

Thanks very much for listening, whole idea Podcast producers are Mandy DiCesare and Kelcie Brewer.  

I'm Greg Oberst. Watch this channel for our next podcast and more expertise inside and inspiration for whole Idea Marketing.  

Take care.