Most businesses tend to spend a lot of time and effort thinking about important and tangible things like infrastructure, structure, process, and skills when they begin. That's probably because they are started by people who know more about business than we do.

We, however, spent almost all of our time talking about intangibles like principles, ideals, culture and beliefs. Five years later, it's still these same things that occupy the vast majority of our conversation.

I'll share why we've come to realize our ignorance has actually been central to our success.

Adrian Ho is a founding partner at Zeus Jones. Adrian was formerly Director of Strategic Planning at Fallon in Minneapolis where he led a department widely recognized as one of the best in the country. In his six years there, Adrian helped to redefine the nature of communications through constantly evolving the planning discipline and practice at the agency. Prior to that, Adrian led planning on HP at Goodby, Silverstein & Partners and served as the lead planner on Microsoft Anderson & Lembke, both in San Francisco. Adrian's thinking has been recognized by the IPA and EFFIEs. He is a former AAAA account planning committee member and co-chair of the national planning awards program.