Growing up, every once in a while I was lucky enough to come across something in the world that moved me. Whether it was finding treasures at the flea market with my mom, or discovering and obsessing over a movie, a font, a photograph, or stumbling on a magazine stand filled with inspiration I didn't know I needed... I always knew when it was happening, but I never knew why or how. I still don't know why or how, but I eventually realized what was happening.

I was experiencing the o o o o o o effect—the involuntary response we have to something when it just feels right. It's a deeply human feeling, one that's easier to recognize than explain. And it can be one of the most useful guides we have for making decisions.

My approach is simple: I look for and follow that feeling. I play hot and cold with it. When something feels warmer, I continue moving in that direction. If it starts to feel cold, I change direction and explore elsewhere. Pursuing this feeling rewards you with work that feels natural and deeply personal.