You may be asking yourself, where is he? Zion. What is he doing? Looking for snacks. How did he get there? Would you believe me if I said advertising? Probably not, which is okay because it's only partially right. I have always loved being outside; advertising did not do that. Last summer I had the opportunity to work in LA. I decided the best way to get there was drive across the country camping at different National Parks. It was not perfect timing for such a trip, but it was the only time.
I think of brand strategy the same way. The stars do not have to align. Everything doesn't have to be perfect. You just need an opportunity.