Have you ever had a song or jingle randomly pop into your head? You know, the cartoon intro from your childhood or that annoying law firm jingle that somehow shows up at the worst possible time.

For me, it’s a lyric from Kendrick Lamar’s Institutionalized, off his 2015 album To Pimp a Butterfly: “Shit don’t change until you get up and wash your ass.”

Except in my head, wash has somehow become wipe.

It’s funny, but it’s also incredibly simple and true. If you want something to change, at some point you have to get up and do something about it. Thinking about it won’t change it. Complaining about it won’t change it. Waiting for the right moment won’t change it.

You have to move.

Naturally, that left me wondering:

What would that idea look like as a brand?