"Creative manifesto" included in a proposal to Lululemon. At first it was a simple Go Team! mission statement to rally the troops in the war room. But the CD liked it enough to make it the last slide — our parting thoughts, if you will (and I'm certain you will) — in the presentation.

For more than three years, I wrote 60-70 class descriptions each quarter for Cooks, the Twin Cities’ most revered provider of all things culinary. I introduced an upbeat, playful voice to the descriptions, which previously read more like recipes.


Job descriptions are often so bland and structured that they repel, rather than attract, prospective candidates. My goal in writing these descriptions was to illustrate that POP has a real personality, and isn’t afraid to do things a bit differently. Years later, they're still using a lot of the same lines.