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 on one particularly ambitious occasion, it meant walking 300 kilometres to every library in Toronto.

I've built a career in content and strategy this way, and a growing pile of community projects on the side that started as "what if" and turned into things people actually showed up for. Turns out it's the same questions every time: 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 that out with other people. If any of that sounds like your kind of trouble, say hello.