We made Uber’s first commercial. It was effective, but the relationship didn’t continue. Because while we thought we were being collaborative—sharing multiple solutions, working fast, etc; they didn’t see it that way. This was an eye-opener and has informed the way I’ve worked since. I share earlier and more often, bring people into the process, but also get people to do more than say “no.” More layers doesn’t make the process better, more believers do.