I was fortunate to get to work on Jack Daniel’s first global website. I’ll never forget writing the creative briefs in those early days of the web. That is when it dawned on me that there was no longer an audience and that we needed to strike that idea from our industry vocabulary. We had to develop a wireframe for infinite possibilities. We had to allow a very static brand to become fluid. While that v1.0 site is now long gone, the initial sparks it had on my digital strategy thinking during those frontier days had a lasting impact.