How to Write a Sound Bites

The point of view for me doesn't come until we've narrowed the big idea because you know, the you have to have the big idea. The big idea ultimately drives everything and I can take us sometimes, I'll take a stab at the point of view first because it's for me. That's really why you do this in that respect. I do it from a brand standpoint, because when I'm doing it for someone else, I have to make sure that I really understand them"