Goodby Silverstein & Partners (GS&P) is an internationally awarded branding and creative agency whose mission, “Mass Intimacy,” is to create experiences that reach millions and even billions but seem to speak to all of us individually. In recent years, GS&P has been named Fast Company’s Most Innovative Advertising Agency and Campaign’s Agency of the Year. GS&P has created branding, advertising, and digital experiences for BMW, HP, Pepsi, Sam Adams, Truly, Frito-Lay, and Comcast/Xfinity, and created the famous campaign “got milk?”. The agency is also well-known for innovative uses of media, such as Cheetle iD, which used Cheetos dust to unlock merchandise; the Dalí Museum’s Dream Tapestry, which tapped into Dreams using OpenAI’s DALLl-E AI system to transform personal dreams into artistic visions; the Cheetos Vision app, which debuted at SXSW and used augmented reality to turn “your world” into Cheetos; and Lessons in Herstory, an app that harnesses artificial intelligence to add women to school history books. GS&P specialises in helping companies unlock the power of defining, communicating, and investing in their brand story, as a means to sharpen strategy, guide decision-making, accelerate growth, and attract investors. GS&P has helped numerous technology and healthcare brands find a unique intersection between their product truth and consumer truth – what we call an “organising idea” – to rally their organizations around, which has led to highly successful business outcomes.