Discovery & Synthesis
The discipline
Every strong piece of brand and creative strategy starts the same way: someone has to pull the real story out of the people who hold it: the executive who can’t see their own value, the founder buried in their own mission, the expert who assumes everyone already knows what they know. That extraction is its own discipline.
Across 700+ interviews, I built a repeatable way to discover each client’s story, recognize the patterns in what they say, and turn those insights into branding and creative content that connects with target audiences.
The method
A repeatable interview-to-insight method, structured enough to scale, flexible enough to stay human.
Structured guiding questions
A consistent question framework gives every interview the same backbone, so I capture what I need and the output stays comparable across hundreds of subjects.
Room to tell the story
Inside that structure, I leave space for each person to go where the energy is. The unexpected tangent is usually where the real positioning hides.
Distill to targeted content
I synthesize each conversation down to the few things that matter, then translate them into branding and marketing content aimed squarely at the intended audience.
Discovery Interviews
The same method, applied across very different subjects, from one-on-one client work to on-camera interview series built to shift how an audience thinks.
In practice
Senior Operations Executive
Targeting SVP / VP / Director of OperationsA leader whose career ran straight through every modern downturn, from 9/11 to the 2008 crash. The discovery interview surfaced a through-line they couldn’t quite name on their own: they take struggling assets and turn them into performing parts of the business, and they understand that the human-capital piece can make or break an operation. Synthesis meant committing to that single theme, consistent success in the face of struggle, and distilling everything else down until it carried the whole story.
Healthcare Program & Project Management
Targeting strategy & solution-design rolesA data-driven thinker just as comfortable in the “gray,” taking limited information and putting structure and a plan around it. The interview pulled out the signal that mattered more than any single accomplishment: a repeatable arc where they set vision and strategy, drive continuous improvement, then actually implement, across program direction, executive support, solution design, and integration. Synthesis was threading those moves into one continuous story instead of a list of wins, so the pattern did the talking.
On-camera interview series
Behind Hiring
A live, on-camera interview series I produced and hosted, bringing on a different hiring insider each month to show how job search, recruiting, and hiring really work. Live and unscripted is the harder version of the craft: asking the questions that get a guest talking candidly in the moment, then steering toward the takeaways the audience came for.
- Nii-Ato Bentsi-Enchill, Career Coach
- Greg Leos, Sr. VP & Hiring Mgr
- Amy Garr, VP of HR
- Carrie Burd, HR & DEI Leader
- Madison Butler, HR Change-Maker
- Ricklyn Woods, 4x Certified HR Pro
- Teegan Bartos, Former Recruiter
- Chelsea Jay, Career Coach
- Jasmine Escalera, Career Coach
- Shauna Cole, Diversity Job Board Founder
Ask Working RVers
A video interview series built to dismantle one specific objection: that you can’t rely on people who work from the road. I owned it end to end, from question design and sourcing through interviewing, filming, and the edit. The synthesis was the unlock, recutting the footage so a single question is answered by everyone in turn, which made the case land with the target audience far faster than any one full interview could.
