Ask 100 planners what they do, and you’ll get 100 answers.

Here’s mine:

I find and land on rogue planets.

Rogue Planet?

Rogue planets are not immediately visible because they’re not attached to a star.

They’re just these enormous things hanging out in the universe, and there are millions of them.

Why are we talking about outer space?

Simple.

The solution to a brand problem is often right in front of us. If you find it and land on it, good stuff happens.

Surprising ideas are born on rogue planets.

You can find a rogue planet with an insight, a smart observation, a rule in your category that you should break, or just a fascinating data point that you hadn’t really considered.

Or more likely than not, wedged in between all of the above.

The planet you find is the insight.

The plan to land on the planet is the strategy.

The thing you hope to build is the idea.

The thing you actually build is the execution.