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Always keep three recent things top of mind.

A campaign that resonated. A consumer experience that triggered an emotion. A piece of pure creative work you admired.

These references keep your point of view grounded in the present, not in old case studies or vague instincts. 

The people I trust most in business conversations usually have fresh examples close at hand. Their taste feels current, their curiosity feels real, and their point of view feels lived rather than rehearsed.