Serve what you genuinely want to receive, and there will be authenticity to the experience.

start with what you want to achieve.

Too many people approach creative brainstorming by taking what’s practical into consideration way too early in the process.

meeting with a team of magicians to create a trick where you picked

the main ingredient in your dessert by choosing a card, though a chocolate flavored with that ingredient was already secretly on the table. (A sweeter ending than losing your allowance to a con man, for sure.)

We adopted a straight tasting menu with a New York theme, to ensure that everyone who ate with us would experience all the things we were excited about.

the meal wouldn’t make sense anywhere else.

what was missing now was a sense of place.

it’s easy to psych yourself out by focusing on everything you don’t know.