I believe it's not enough for an asset or execution to be technically sound or strategically justified, it also has to feel right. When a client or collaborator senses something is off, I don't dismiss that instinct. I dig into it, test alternatives, and work to connect the feeling to a rationale so there’s always a “why.” That's how I balance the measurable goals with those harder-to-name qualities that make work feel distinctive and on-brand: I care about systems that scale without losing their soul, and about design decisions where logic and intuition arrive at the same answer.