Kicking off Brand Recipe.

There’s nothing quite like the feeling of having all the information you need for the next hour in your hand on an index card, or the satisfaction of following a recipe so well that you are *convinced* you would in fact get that handshake from Paul Hollywood if only you were on this season of Great British Bakeoff and not in your own kitchen.

And while I love nothing more than a well-executed plan, a great recipe is more than a plan:

1. It tells a story —
Whether passed down for generations or developed in a new home, a great recipe reflects someone's truth and corner of the world.

2. It has been rigorously tested —
The best recipes likely weren't published as v1s. Someone has put in the work to decide which version is the perfect combination of taste, texture, and beyond.

3. It delivers on what it promises —
Whether you're making a birthday cake or shaking a cocktail, the best recipes are designed to help you recreate exactly what you're looking for.

4. It’s a starting point —
A good recipe tells you exactly what to do. A great recipe teaches you what to look for, so you can make adjustments in your own environment as you go.

I’m excited to introduce you to my collection of curious rabbit holes, curated inspiration, saved tabs, and more. Here you’ll find explorations on branding, marketing, storytelling, data, and beyond. I hope you’ll find something that helps you as you work to share your brand’s story with the world. Or at the very least, perhaps an LA bakery to add to your meeting spot list.