When I was 7 years old, I was the kid who — much to my friends’ chagrin — refused to change the channel during football games when commercials came on. Maybe it was because my mom was in advertising, and my brother was on his way. Maybe it was the promise of a new hilarious “This is SportsCenter” spot. Or maybe I’ve just always been obsessed with story telling, in all forms. Nothing’s changed since.

My brain can’t flip the Off switch on creativity. Any news I read, any show I binge, any game I watch, the wheels start turning on the next big idea. Because with the right insight and hook, there’s countless paths to make people feel a certain way — and sell a phone network, beer or sneakers — at once.

My goal? Make some 7-year-old football fan out there refuse to change the channel at halftime.