I don't know it all. When I start a project, I usually don't know anything. So I listen. Probe. Imagine. Mine stories. Study texts. Talk to people. Listen some more. It's all there. I just need to find it. Help my clients say it. Paint a picture with text. Untangle ideas, string together the right syllables, weave together the words that will inspire, motivate, stir passion, entertain. Make the writing sing.