My super villain moment

Sometimes I think strategists don’t realize how much power they really have.  I mean, creatives get to actually create, so what does that leave strategists to do…sit there and pontificate, hide behind their Power Point slides?

The first time I realized the true power of research and strategy to affect change actually made me feel kind of queasy. I was working on a project for the largest casino in New Zealand looking at how to harness the science of behavioral change to keep people gambling.

Horrible, I know…right?

In that moment I realized how potent human understanding can actually be. I felt like a super villain in the making.

That project left a nasty taste in my mouth, but it led me to understand that insight is power, and I want to use that power for good.

That’s what Moontower Collective is set up to do – harness the power of insight for good.