Thinking out loud.
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Business
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How We Built XFX by Turning the Box Into the Brand
A firsthand account of how audience knowledge, distinctive 3D packaging, an engineered X-shaped box and a defended brand voice helped transform XFX—and what success later taught me about questioning the system.
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The One-Time Coupon: A Boundary for Working With Friends and Family
The one-time coupon turns a professional favor into one thoughtful, clearly defined deliverable—protecting both the work and the relationship.
