My approach to understanding a business problem:
Get Real with Culture: Be hyper focused on people and culture. Humans admire authenticity from their brands. Use this focus to help brands navigate through the space through personable, relevant and interesting ways by locking in important cultural nuances to drive creative.
Get Brave: Brands know the obvious solutions to their business problem, but as strategists we need to dig a little deeper, investigate a bit more. We’re there as cultural creators and consumers to instill confidence to even the craziest ideas because we know what the world craves.
Ultimately, I believe a brand is as good as its mission statement. If they constantly believe and execute against that then I'm all in.