Engineering and a few years in corporate consulting gave me the discipline to build at scale and solve problems that actually mattered. The real turn came in real estate, where I built my own venture from scratch and watched people make one of the biggest emotional decisions of their lives. I became obsessed with the question underneath it all: why does someone choose one home, one brand, one life over another? That question mattered to me more than the deal itself. It’s exactly what brand strategy exists to answer. I’m in branding now, the first field that has asked for all of it at once: the systems thinking, the scale, and the obsession with why people want what they want.