Sometimes that means taking a messy idea, finding the interesting bit, and turning it into something people understand — and, more importantly, care about.

Sometimes it means bringing people together around an idea.

And sometimes it means walking 300 kilometres to every Toronto Public Library branch.

I’ve built a career in content and strategy this way, and a growing collection of community projects on the side that started as “what if?” and turned into things people actually showed up for.

The library walk was one of those ideas. Now there’s another: Kind Regards Social Club, a monthly gathering built around making things, writing things and connecting with people.

Turns out I keep coming back to the same questions:

What makes people care?
What brings them together?
And what happens if you take an idea seriously enough to actually do it?

I like finding out. If any of that sounds like your kind of trouble, say hello.