Some kids hated running errands. I treated them like field research.

When I was younger, my dad would walk me through store aisles and ask why certain brands caught my eye. The packaging, the name, the brand. Then he’d push further: which one do you think most people would choose, and why?

That’s where my love for advertising began and where why became my favorite question.

Today I’m still asking why. I just answer it with copy and ideas, plus a lifelong habit of asking one more question than necessary.