I have a facetious answer that I usually use, which is either I sell violence to children, or I-I tell lies for a living because uh, unless the audience that’s asking me the question is-is [unintelligible] with the business, it’s a very long conversation, and the older I get, the more it’s like -- you know, it’s feels like explaining movies to a stage performer in you know, in 1900. And uh, uh, I-I’m a big believer in uh, I’m going -- I don’t want to mis-attribute it, but the guy who said, “At a certain point, you know, the people who are mocking your industry, all you can do is wait for them to die.” So, uh, that’s the current goal is to let it go. But uh, the realistic answer is um, I think creative direction is-is cut into sort of three parts. The first part is you’re really internally selling an idea, trying to put a box around an idea and say what are we doing, why are we doing it, and you know, what is our win position? When would it be amazing? Um, so you’re trying to get a bunch of people -- usually very disparate people excited about it. Uh, then in the middle, it’s kind of an editing role where, you know, hopefully, those same people are bringing parts back to you and you’re trying to make sure it’s focused and it stays pointed in the same direction. Uh, uh, and then the sort of last segment is-is external sales. So, then you’re going out into the world, and hopefully it worked and uh, you’re-you’re telling other people why the thing that you’ve made is-is worth their time and their-their investment.
