“You’ve got sixteen hours to come up with an idea to win this business.” That was the assignment. I blocked my calendar and started digging. Five levels deep in Walmart’s existing website I found data and stories that ran counter to my negative impression of the brand. They were actually going good, bringing solar power to its stores in California, running economic initiatives for women in India and Africa, investing in sustainable agriculture, and more. Elevating these stories became the strategy that won the redesign, a year-long contract, and a bunch of frequent flyer miles flying back and forth to Bentonville.