So why Lamp? Well, it’s totally not because for one of my college classes, we were required to build a personal brand and the first thing that I could think of was the first thing that I saw while I working at my desk, which was one of those old timey lamps, and then proceeded to fabricate an entire backstory about how a lamp shines its light (symbolizing the strategy) down into the undiscovered hole (the creative) dug up by the shovel (the execution) to discover a new and exciting idea. Or maybe it’s just the name of a Japanese band that I have a tattoo of on my leg. Maybe.