The Why Test is an exercise in being purposeful. It’s a gut-check way of asking yourself: What does it all mean, why does it matter, and who cares? I try to do the Why Test at each step of the creative process, and especially as a project nears completion. It all starts with the brief, […]

A colleague and I recently had the opportunity to join one of our newest clients — Henny Penny, a foodservice equipment manufacturer based in Eaton, Ohio—for one of their on-site product training courses designed for distributors and other stakeholders.