Every enterprise has to address key constituent questions -- Why me (personalization)? Why now (urgency)? Why this (relevance)? Why you (engagement)? It all adds up to being "PURE."

To answer these questions and then deliver the value that those answers promise, organizations can incorporate the shortcuts ("heuristics") that people use to make decisions into every aspect of their business.

Across health care, the life sciences, and many other verticals, I've embedded these decision drivers into research and strategy (including published clinical studies and surveys), product/service commercialization, and the marketing/education stack. I have worked across B2B/C/E/G models and in the public and nonprofit sectors as well, and launched my own first small business (a used book store) when I was 23.