ANDREW GREENBERG, FOUNDER AND PRESIDENT, has worked as a Strategic Planner at Chiat\Day Advertising in New York and San Francisco and has 17 years experience in the field of qualitative research. Andrew's strategy experience includes years with brands such as Levi Strauss & Co., Electronic Arts, Microsoft, Lucasfilm, Chili's Restaurants, and Yahoo! Andrew toured the country in a rock band, and studied at Clark University and The London School of Economics. He holds an MA in Psychology and sits on the Advisory board of Common Sense Media. andrew@greenberginc.com

Why I do what I do
I like to dig. Which reminds me of the story of a tailor from Krakow. He had a dream where he found himself in the distant city of Prague. He walked through the streets with a shovel. He came to a spot on the ground and began to dig a hole. A loud voice said, "Go to Prague! There is something for you there." After several nights of the same dream he went to Prague, a week's journey. He found the spot of his dreams and began to dig. A guard stopped him and asked him why he was digging. When he told the truth, the guard laughed, calling him a silly dreamer. The guard then told him he himself had a dream about a tailor from Krakow. "Go to his house," said a voice, "and under his stove you will find a treasure." The guard said, "You don't see me going off to Krakow," and kicked him out of Prague. After arriving home, the tailor dug under his stove until he found an old soup pot filled with gold and silver coins - a fortune. He lived a good life until he had one coin left, which he gave to a beggar. The beggar said, "Thank you. I have two words of advice. Dig deeper."