In 2000, I had one day to find insights on the future of cell phones. I observed that the strategy of existing industry messaging was irrelevant to typical shoppers. Three observations showed me the future. People listened to every ringtone when selecting a phone. They checked themselves out holding the phone in a mirror and those phone holsters/clips were very popular grabs at the register. I figured out that cell phones were not electronics like we thought then, but accessories, an obvious insight now years later. The strategy based on that insight would inspire a successful, award-winning creative campaign.