I know, I know, concrete and rebar don’t sound fascinating—but they are. Suffolk is the “Think Different” construction firm. It had a problem, though, its purpose and reputation was welded to owner and CEO, John Fish. As the "walking encyclopedia" for a copywriter, I got to go deep into Suffolk's transformation. I wrote the tagline, manifestos, and used my past experience as an economist student and blue-collar factory worker to define the company's new purpose in the construction industry.