When I write professionally, the creative process starts with key messages or product features. If neither formally exist, I’ve taken it upon myself to develop and gain buy-in on the messages from key stakeholders within the organization. Once the messages are agreed upon, they can be the reference point for all consumer facing copy. I’ve been involved in the creative writing process for almost every role in my career. While at Harley-Davidson, I was responsible for writing the product benefits that went on the packaging for every new accessory. Most recently, I have written copy for Evinrude brochures, advertisements, and video scripts.