(as explained by coffee)
The starting point of your project, whether that's a problem that needs solving, an exciting new idea, or a vision you've been dreaming up for years.
Develop the idea further, run it through fire. This could be a series of consultations and discussions, or just one conversation on the phone.
I dive in and explore a wide variety of potential solutions. I brainstorm, conduct research, and present my ideas to you as rough sketches. At this point, no idea is off limits.
I use knowledge, testing, and collaboration to filter out the bad and the "okay" solutions, leaving only the best. Then I take that and run with it to create a near-finished product.
Add sugar, cream, or keep it black; revise and fine-tune to taste until the completed product is everything you want it to be.
Share your new product with the world, hot and fresh. Create brand addicts.