On Spring Break a couple weeks ago, my family each took our Myers-Briggs personality tests so that we could understand how we’re all motivated and wired.

I’ve done this every few years over the last 25 years (always an ENTP), but this was a new experience for our kids. And it was super eye-opening. While driving from one ski mountain to the next, we then together listened to a podcast going deep into how each profile operates.

Beyond what we learned about each other, we were all struck by how valuable it is to be armed with information about what motivates each of us, what holds us back, and how we interact with other people.

But what do you do with this information? Do you file it away, or do you use it to become the best person that you can be and access your super powers?

It’s a lot like brand strategy. You can do the work and thinking, but if you’re not able to bring it to life, it doesn’t really matter much.

A friend of mine recently said, “Amateurs theorize and pros operationalize.” (I don’t know if this is actually the right quote or where to attribute it. If you know where it comes from, let me know.) But I’d edit that to be, “Pros know how to operationalize the theory.”

This is one of Walden Hyde’s super powers—bringing insight and strategy to life through creative that breaks through.

It’s harder than it sounds, and it’s largely lost on those who only theorize and those who only operationalize. From finding the insight, to understanding how it helps the business, to building creative that captures the nuance and motivates your audience—it’s an intricate process and it’s what we’re known best for.

Get our free
Integrating Purpose Guide

And learn tips, trends, and best practices by signing up for our (somewhat) weekly newsletter