For more than 20 years, I've helped organizations figure out what they need to say, why it matters and how best to say it.

Before the campaign, website, video, annual report or clever headline, we should know what we're trying to accomplish. Who are we trying to reach? What do we want them to understand, feel or do? How will we know whether it worked?

I've developed strategies, brands, campaigns and stories for organizations in healthcare, education, nonprofit and business. I've advised leaders, directed multidisciplinary teams and personally written, designed, photographed and produced work across nearly every communications medium imaginable.

Some of that work has earned millions of views and recognition from the Telly Awards, the American Advertising Federation and PRSA Parthenon Awards. That's nice, of course, but what matters more is that the work did what it was supposed to do.